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Love & Marketing November 6, 2008

Posted by David Gillespie in business strategy, marketing, philosophy, work/life.
Tags: , , , , , , ,

So it seems Bob Dylan isn’t the most obvious place for a lot of people when it comes to great marketing quotes and thinking, I however think there are few better places to start (and let’s face it, it’s a hell of a lot more fun than mining the books everybody else is looking at.

There’s a short piece below expanding on why I think “You can’t be wise and in love at the same time” is a great marketing idea.

Also check out:

Love Jones (fast forward to 5:20)

And The HughTrain Manifesto

The Hughtrain Manifesto

The Hughtrain Manifesto

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1. Lisa Evett - November 8, 2008

Ohhhhhh, you old romantic!!! You must be in love 😉

Wouldn’t marketing utopia be when the consumer is in love with the product regardless of the flaws; not because they are blind to the flaws? For when they have an awareness of the product’s limitations and love it anyway, it provides the strongest of brand champions. Will those in love with Microsoft be in love regardless of the flaws (they are currently blind to if Bob is indeed right)? What is their (heart)breaking point? What would it take for them not to be in love anymore? For if they were in love with Microsoft with an awareness of the flaws and limitations, Microsoft could do anything to them and they would still be their strongest advocate.

2. Morgan Coudray - November 9, 2008

To tackle your question Lisa, I think it’s best to consider that most products or brands people like have limited perceived flaws to start with. The love component kicks in and then future small mistakes or flaws can be overlooked. Its the basis of love, it blinds you but you got to be seduced to start with so it’s got to have an endearing notion of sorts.
For example, exceeding customer expectations like Apple did when they personally sent $100 to every Iphone 4G owner when they lowered the 8G ipod’s price to virtually what the 4G’s was.
Also, companies will be loved by the ones that the brand makes look good. For example, if you wear a pair of Diesel that fits you perfectly, you will be more likely to love the brand.
Moreover, many discount coupons that can be shared with friends do make the person telling their friends about it look good. F
inally, being personal with the customer (use of Web 2.0) helps the company achieve this goal.

That’s some of the ways I personally think brands can show customers love.

3. David Gillespie - November 9, 2008

Morgan spot on! Your comment about the initial perception of flaws being, well, flawed is great, I hadn’t thought about it like that.

I also like the idea of companies being at the mercy of the things we project onto them, though I suppose that is actually just branding.

Lisa you raise an interesting point around the breaking point though, I’m going away to think about brands I’ve reached that place with in the past…hmm….

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