What makes someone wait overnight in line for a pair of sneakers? Tattoo a tagline on their bicep? Or make a brand logo the wallpaper on their smartphone?
It's called "brand love"—a connection that's deeper than just regularly buying products from a brand. It's about identifying with it. Brand love is something every brand wants, but not every brand gets.
So how do you win it? With 93% of U.S. internet users active on a mobile device in 2017 (eMarketer), you know the platform you need to use. But how do you build brand love on it?
First, we have to know what brand love is. Oath recently conducted a comprehensive study, tapping 150,000 consumers across 13 markets, 10 industry verticals, and all demographics to get at the heart of brand love. We identified six key drivers that build brands people love, especially on mobile.
According to our research, people love brands that:
1. Exceed Needs
Provide experiences they never even knew they wanted or needed.
2. Set Trends
Start a revolution. Turn the world on its head. Repeat.
3. Share Values
Support issues they care about, and back them up with action.
4. Build Trust
Stick by their promises, deliver on their word, keep communication open and honest.
5. Elevate Experiences
Make every interaction more creative, more thoughtful, more impactful.
6. Respect Consumers
Love's a two-way street. Brands that show love for consumers get it back.
Data from eMarketer shows that people in the U.S. spend nearly 3 hours using the internet on mobile devices. So, these drivers really need to come to life on mobile.
That starts by digging deep into each driver and understanding its role in building brand love as a whole. This article series will provide you with the details and data behind every driver, starting with . . .
Brand love starts with "What have you done for me lately?" Our study found that the greatest influence on brand love is how products and/or services deliver on expectations. In fact, 30% of brand love globally is driven by exceeding customer needs, more than any other factor.
Brands that consistently raise the bar win the most love. So much so that their fans are even willing to see past major missteps, as long as products and services continue to exceed their needs. Case in point: Uber. Despite some seriously bad press, the brand is still loved (and its cars still requested) because it spotted a pain-point and continues to satisfy a need. To this day, more than 40 million riders use Uber worldwide. Now that's brand love.
So how can marketers act on this? First, don't rely on emotion. Overdeliver on quality, durability, design and performance—in your product, your marketing, your site—everywhere you meet your consumer.
Second, you need to create mobile experiences that exceed expectations—they need to be responsive, easy to navigate, personalized and fast. In the U.S., approximately 60% of consumers had at least one mobile interaction with their favorite brand within the last year (Oath Omnibus, November 2017). Creating immersive mobile moments make those interactions really count and go a long way toward building brand love.
Third, look out for the rest of our series over the next few weeks, exploring each of the brand love drivers. You'll learn how to capitalize on them in your marketing and on mobile.