Does Your Brand Inspire Passion?

We’re here in the middle of football season, and we can observe the fans of a favorite team every week. It doesn’t matter which team takes the field; you can count on one thing – thousands of people will wait, abandon their restraint, and shout at the top of their lungs as soon as their team takes the field. Even the fans not in the stadium will cheer, celebrate, cry, and interact with their televisions in ways you never see during regular programming. During those four quarters, they will display a passion for their team that any brand would be lucky to have.

Part of it is that a degree of fanaticism is expected when you arrive at the stadium to support your favorite team. But more than that, your favorite team has created an incredibly appealing brand that ranks in the category of a “Lovemark.” These teams inspire fanatical love and create shared experiences, dreams, and sensory experiences.

Imagine if Your Brand Was a Lovemark

Imagine the power your brand could have if it were raised to the level of a Lovemark. A few brands have successfully transcended to become lovemarks. Apple certainly springs to mind, Starbucks is another, and Google also leaps willingly to mind. But there are many, many others, and you can see the top two hundred lovemarks here.

Position Your Brand to Become a Lovemark

So, how do you position your brand so that it can become a lovemark? It starts by having a brand that consistently stands for something ideologically. But that’s not enough, your brand has to inspire ideas and capture imagination with a degree of mystery, it has to create shared experiences, and it has to allow and encourage level of intimacy that most brands are uncomfortable with. If you’re serious about making a lovemark for your brand, I suggest you head to Lovemark’s website and take their Lovemark Profiler. It will help you think outside the traditional marketing box about how you create your brand. This is an ideal time to begin positioning your brand as a lovemark. As the economy starts to turn around, lovemark brands will be in the best position to run onto the field with thousands of screaming fans ready to cheer, support, and, most importantly, buy their products.