THE SAVORY OBSERVATIONS AND USEFUL ANECDOTES OF AN
Artful Realist
My name is LAURENCE VINCENT. I'm a brand strategist, author, speaker, photographer and lovable nerd based in Los Angeles, California. When I'm not writing here about brands and things that inspire me, I look after The Brand Studio at United Talent Agency. I believe brands must stand for real value; and that people value brands that fulfill a promise through artful experiences.
Posts on brand attachment
Stuck on You
How attached are your customers to your brand? How about your employees? Your shareholders?
Brand attachment isn’t a concept that’s familiar to most marketers. In fact, when I bring it up in discussions with potential clients they often ask me what I’m talking about. Yet, attachment is a far more important concept for a business manager or owner than most of the other health measures we think about it.
Brand attachment measures how much consumers (or any members of a brand audience, for that matter) view the brand as an extension of themselves. This differs quite a bit from measures of brand attitudes. When we measure attitudes, we mostly aim to gage how much people like a brand. In contrast, attachment measures how much people will say that a brand is like them—they identify with a brand because it reflects their values and resembles the way they see themselves.
TweetWild GOP race an example of questionable brand attachment
After the Tuesday Republican primaries in Minnesota, Missouri and Colorado, a lot of election watchers are scratching their heads. Is this one of the most unpredictable primaries in history? Do we not have the “right” candidates? Are voters simply more fickle than in years past? All of these questions are being tossed around frenetically by pundits and the talking heads of media. I believe the data tells us we have brand problems afoot. One brand force that wouldn’t surprise a corporate marketer is driving the volatility for politicians: Brand attachment.
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Copyright 2012 by Laurence Vincent
