Does Your Brand Inspire Passion?

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

Love / Respect Axis from
Love / Respect Axis from

Part of it, is that a degree of fanaticism is expected when you arrive in 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, shared dreams, and a shared sensory experience.

Imagine if Your Brand Was a Lovemark

Imagine the power your brand could raise it to the level of a Lovemark. A few brands have successfully transcended to become a Lovemark. 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 creating a lovemark for your brand, I’d suggest you head over to the Lovemark’s website and take their Lovemark Profiler. It will help you to think outside the traditional marketing box about how you are creating 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.


Tisha Oehmen

Tisha Oehmen is a professional brand strategist and a leader in the branding field. She was recently named a member of the Global Guru’s Top 30 Brand Gurus. She is also the co-founder of Oregon-based Paradux Media Group and the best-selling author of the book, Finding Brand: The Brand Book Tutorial.

Possessing expertise in both front- and back-office operations, Tisha conceptualizes, develops, and implements initiatives to foster brand effectiveness like no other. With over 15 years of experience in branding and marketing, Tisha has successfully led large financial institutions and health care companies down the path of renaming their business.

Where Tisha really shines is in the work that isn’t done. Sometimes a name change for a business isn’t in their best interest and after meeting with Tisha, they are able to find the true value and equity that has always been in their brand. Tisha has a special knack of being able to communicate the value so that the CEO/Business owner can see its luster and then with a little polishing, make it shine company wide.

Tisha is best known for developing long lasting branding campaigns that speak to the heart of the business, the brand, and the community. True brand, no matter how big or small, has longevity. Creating branding campaigns that have longevity, that have a laser-like focus, is where Tisha thrives.

Tisha received her M.B.A. from the University of Oregon, from where she also earned a B.A. in Political Science. She enjoyed a distinguished academic career punctuated by enthusiastic and successful participation in competitive speaking events, and holds numerous awards for her skill in public speaking. Tisha is widely recognized for her ability to capture an audience’s attention with her straightforward and engaging speaking style.

When not working, she enjoys golfing, baking, reading, and hiking with her partner, Mike, and their two dogs, Chloe and Jackson. She’s also an active member of Rotary International, the Chamber of Commerce, and is a very proud supporter of the Oregon Ducks. Tisha lives in Eagle Point, Oregon.

Reader Interactions


  1. WoWAngelaX says

    that was quite nice message. I would really like to see more peeps sharing knowledge in so much informative way.

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