What`s Love Got to Do with It?

Falling In Love


The article I chose to talk about is “What’s Love Got to Do with It?” written by Al Ries. The article talks about how costumers fall in love with brands. It all has to do with who got to the consumers heart first. If you are the first brand to show up in that particular market such as, Coca-Cola, McDonalds, or Hellmann’s you should always try to make people fall in love with your brand. The author compares the love between a consumer and a brand and two people. When you fall in love with someone, you don`t have eyes for anyone else, you think, or you know that, that person next to you is the best at everything. Even though other people may come along being richer, more beautiful, smarter, or proving to be better in any other way and the person that is in love will not care a bit. That is how it works for the advertising industry. Being the first brand is an amazing opportunity, people will have you as reference and most will think of your brand when thinking about products in the same category. When someone is so used to drinking Coke, they will not simply decide that they don`t like it anymore and switch to Pepsi. It is very important though for brands to keep that love and also keep reminding people that they were the first ones in their lives.


Strategies to New Brands


How it works is. If you are the second brand to show up in a specific category you have two options as the author says, you can either try and show the consumer that you ate the opposite of the leading brand or try and put the leading brand down into people`s conception. It might work pretty well for some brands, like it did for Tylenol. And for a very long time this Burger has been trying (ineffectively) to pull the same with McDonalds.




My Opinion


I do believe it is important to make the consumers fall in love with your brand. But sometimes love is connected to advertising in other ways. When I read about the title I thought the article would be talking about people integrating love into their campaigns, and I actually believe that it helps. Sometimes nothing can take away that first place from the leading brand, and instead of just showing your opposite or trying to diminish the other brand in any way you might want to try different approaches to that category. My favorite example of a brand that integrated love into its campaign was Dove, instead of trying whoever was in first place in beauty and health they showed us a different side of these products. Such as in this video:


Campaigning has to be very creative to attract other people’s attention, and after they see something like this, it just wants to make you go out and buy it. Now that I think about it, I think that is one of the reasons that I always buy Dove and have fallen in love with it. It is very much true that I don’t even look at other brands of soap. Although most of its campaigns are directed to women, just to see how they treat the subject differently really makes me want to support them and their idea.


Gen-Y


This type of article is very important for whoever is trying to get into the business, and of course that most of the articles if not all of them will be important. But this is in more of a subtle way. We have to pay attention to this not only to know what we will have to create, go against and we are working. But also how things can affect our daily lives and the little choices we make when going to a supermarket. The Gen-Y is one of the greatest consumers of some products. That is why all the phone companies try to show they are cool, and some of them talk about how other companies are bad. Personally that doesn’t work for me. It does work for other people. Our generation can be very influenced by what they see on commercials. We should all have the knowledge of what is going into our minds, but also have the knowledge to know how to get into other people’s mind. Being love our bashing other brands, when we talk about our generations various things could work, it is a very complex and serious research to find what kind of alternative you should use for each generation and for each different product. I would say our generation responds more to greatness then to deepness, they would rather see a commercial full of special effects and great artists then to see some simple that might have a very important, beautiful and lovely message.

And here IS oNe of the most "love" commercial I have ever seen: