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Don't Just Plan For Brand Love, Investigate Brand Hate
'Brand Love' is a common discussion topic and strategic destination, colloquially standing in for a wide array of metrics from preference to consideration around a brand or its products.
While there is a danger ascribing interpersonal human emotions to brands in a uniform fashion, there are clear brand strategies to generate these different types of 'brand love', from media behaviours that can foster commitment through presence in the consumer's life, to advertising or CSR that fosters intimacy through shared values.
Not only is 'brand love' more complex than it seems at first glance, the outcome of failing to generate it is different than one would expect.
The more evocative this becomes, the higher the chance you can create brand love and the higher the chance these 'dislikers' can become full blown 'haters'.
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