All a brand needs is “irrational love”

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The Future. While every brand tries to establish an emotional connection with its clientele, few garner “irrational love,” a term coined by independent advertising firm Innocean USA. Irrationally loved brands don’t just share a special bond with their fans — they’re trusted without question, allowing them to command higher prices. If brands want to reach that level of success, they may try to focus on being irrationally loved rather than innovating for that success.

Irrationally in love
Brand-tracking and measurement firm BERA developed a research tool that calculates a company’s “brand love” score based on four key factors in the advertising world: “strong familiarity, high regard, being personally meaningful, and competitively unique.”

  • Coca-Cola, Target, and Tide are three irrationally loved brands that have won public favor by creating advertising narratives around their customers’ unmet needs and evolving those narratives over time.
  • For example, Coca-Cola has always focused on inclusive experiences that make life better, Target has always prioritized the affordability of beautifully designed goods, and Tide has always tackled stain removal.

“From core to more”
By understanding what drives brand affinity and customer loyalty, brands can garner irrational love from their fan bases and weather any storm.

Kait Cunniff

Kait is a Chicago-raised, LA-based writer and NYU film grad. She created an anthology TV series for Refinery29 and worked as a development executive for John Wells Productions, Jon M. Chu, and Paramount Pictures. Her favorite color is orange.


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