The answer I gave to the attendees at the meeting surprised even me.
I was meeting a couple of weeks ago with a very big, world-wide brand; a household name. This brand has become so well known, that is it synonymous with caring, but can also be perceived to veer toward sappiness.
I was sharing our research findings with this group relating to our work with mothers around the world, and providing what I felt was a modern context. I am particularly proud of our work with mums because it is deep and insightful, and at times very moving. There are many examples I gave of ways to profoundly and genuinely connect with mums, and I tried to provide a structure in which (I felt) that they could be successful in moving a big brand forward.
Then the question was posed: “Which is more important – loving a brand, or that brand being relevant?”
At first I thought this was an easy question. Loving a brand is certainly more important, of course! But before I spoke, I thankfully reconsidered. Love is warm and fuzzy – and it feels good. Relevance on the other hand is important, and calls us to action.
I love lots of things, but their relevance is what makes me do something different; something important; something that will alter the status quo. And though good to love, it is important that we maintain relevance.
How many couples separate because they are no longer relevant to each other? They may still ‘love’ each other, but it is the relevance that keeps them together. Brands must stay relevant to their consumers, or else they become merely nostalgic and revered, but not a part of consumers’ lives.
My answer. “Relevance is more important than love.” In brands, yes, but also in our lives.
The answer I gave to the attendees at the meeting surprised even me.
I was at a meeting a couple of weeks ago with a very big, world-wide brand; a household name. This brand has become so well known, that is it synonymous with caring, but can also be perceived to veer toward sappiness.
I was sharing our research findings with this group relating to mothers around the world, and providing what I felt was a modern context. I am particularly proud of our work with mums because it is deep and insightful, and at times very moving. There are many examples I gave of ways to profoundly and genuinely connect with mums, and I tried to provide a structure in which (I felt) that they could be successful in moving a big brand forward.
Then the question was posed: “Which is more important – loving a brand, or that brand being relevant?”
At first I thought this was an easy question. Loving a brand is certainly more important, of course! But before I spoke, I thankfully reconsidered. Love is warm and fuzzy – and it feels good. Relevance on the other hand is important, and calls us to action.
I love lots of things, but their relevance is what makes me do something different; something important; something that will alter the status quo. And though good to love, it is important that we maintain relevance.
How many couples separate because they are no longer relevant to each other? They may still ‘love’ each other, but it is the relevance that keeps them together. Brands must stay relevant to their consumers, or else they become merely nostalgic and revered, but not a part of consumers’ lives.
My answer. “Relevance is more important than love.” In brands, yes, but also in our lives.
The answer I gave to the attendees at the meeting surprised even me.
I was meeting a couple of weeks ago with a very big, world-wide brand; a household name. This brand has become so well known, that is it synonymous with caring, but can also be perceived to veer toward sappiness.
I was sharing with this group about our work with mothers around the world, and providing what I felt was a modern context. I am particularly proud of our work with mums because it is deep and insightful, and at times very moving. There are many examples I gave of ways to profoundly and genuinely connect with mums, and I tried to provide a structure in which (I felt) that they could be successful in moving a big brand forward.
Then the question was posed: “Which is more important – loving a brand, or that brand being relevant?”
At first I thought this was an easy question. Loving a brand is certainly more important, of course! But before I spoke, I thankfully reconsidered. Love is warm and fuzzy – and it feels good. Relevance on the other hand is important, and calls us to action.
I love lots of things, but their relevance is what makes me do something different; something important; something that will alter the status quo. And though good to love, it is important that we maintain relevance.
How many couples separate because they are no longer relevant to each other? They may still ‘love’ each other, but it is the relevance that keeps them together. Brands must stay relevant to their consumers, or else they become merely nostalgic and revered, but not a part of consumers’ lives.
My answer. “Relevance is more important than love.” In brands, yes, but also in our lives.