Can Consumers Really Have Love Relationships With Brands? (I Think Not.)

John Dawes
Marketing News
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Key Takeaways
  • Marketing is rife with the idea of building those brand/customer relationships on the basis of humanistic concepts of love and attachment. 
  • Everyday experience tells us that there are too many brands, and too little time, to develop relationships, brand love or brand attachment to an extent that’s worth talking about—or strategizing for.
  • Consumers more normally have senses of satisfaction with brands rather than sentiments of "love".

This morning, I woke up to the sound of my Panasonic alarm clock. I had a shower using Palmolive shower gel. I ate some retailer-brand oats with a brand of milk that I don’t recall. I brushed my teeth with Colgate toothpaste and a brand of toothbrush that I don’t remember.

I worked at home for a while on my Apple Macbook, using Microsoft Excel and Word. I picked up my iPhone and wallet, and left home to catch the bus (a branded service run by a business via contract with the regional government). I had lunch at a Mexican fast-fresh outlet called Burp and drank a brand of fruit juice that I can’t recall. This evening, I consumed a West End Draught Beer and had spaghetti Bolognese with Dolmio spaghetti sauce.​​​​

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Author Bio:

John Dawes
John Dawes is an associate professor of marketing and the associate director of the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia.

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