Being respected is a competitive advantage for brands, but being loved is the ultimate differentiator.
Have you ever thought about what brands in your life you can’t imagine living without? Maybe the thought of giving up your Apple computer gives you anxiety, or the idea of shopping anywhere other than Amazon makes you cringe. Those are the types of reactions that indicate how strongly we become attached to brands—if their marketing is done right.
Today’s guest, Brian Sheehan, knows all about what it takes to create that kind of powerful brand attachment. During his 25 years working with Saatchi & Saatchi Advertising, Brian worked with top national and international brands, including Toyota, General Mills, Procter & Gamble, Hilton, IKEA, and many more. He has also consulted for a number of national and international companies, including Petrobras, Brazil’s national energy company, and Intesa Sanpaolo, Italy’s largest bank.
Now the Professor of Advertising at the S.I. Newhouse School of Public Communications at Syracuse University, Brian teaches courses in advertising, advertising management, advertising strategy, digital advertising, and international advertising. His new book, Loveworks: How the World’s Best Marketers Make Emotional Connections to Win in the Marketplace shares his insights about successful marketing, and he joins us in this episode to explain what it takes to become a brand that consumers can’t live without.
If you enjoy the show, please drop by iTunes and leave a review while you are feeling the love! Reviews help others discover this podcast and I greatly appreciate them!
On Today’s Episode We’ll Learn:
- The thing highly successful brands have in common.
- What many marketers keep getting wrong.
- Which question determines if a consumer “loves” a product.
- Why it’s easier for small brands to engender “love.”
- The unique advertising language that transformed T-Mobile’s brand.
- Four key steps to becoming a “love” brand.
Key Resources for Brian Sheehan:
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