Emotive branding

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I remember for a while ‘Lovemarks” had a lot of mindshare in marketing and it certainly did a lot of good for Saatchi & Saatchi’s reputation in the industry. However I always was a bit non-plussed by the idea:

  • The name ‘Lovemarks’ implies that a brand is merely a logo or name has been legally protected rather the 360 degree audience experience
  • Secondly, we don’t have to love a brand for that brand to work, it needs to evoke an emotional response to ensure that it has relevance. It needs to be an ‘Emotivemark’ (I invented that but you can licence it from me)

Which brings me quite nicely on to some recent research conducted by Jordan G2 that Marketing magazine published in this week’s issue. (Article behind a pay wall). As with most surverys you can argue about the validity of the data: no XBox, Google or Windows in the top 50 most hated or most loved brands?

There were some brands that given their relative rank of both love and hate mean that they can’t be ignored.

  • Tesco was the most-loved and most-hated supermarket brand
  • Manchester United were the most-loved and most-hated football team
  • British Airways  is the most-loved and most-hated airline
  • The Sun was the most-loved and most-hated newspaper
  • McDonalds was the most hated brand, only Heather Mills was more hated. It was the third most-loved fast-food brand and the most-hated fast-food brand