Love is a positive energy that binds us together and creates powerful and long lasting relationships. The strongest loves are based on the ability to give and to receive, where everybody contributes to the health of the relationship. Businesses are learning that Brand Love today is not that different to human love – both thriving on the continuous flow of giving and receiving to keep the love alive. This is the shift.
This kind of Brand Love is changing the communication landscape, ushering in a new era, of sharing, of community, of collaboration and collective action. It is blurring the lines between businesses and consumers and for those that embrace it, there is much love to be shared. Perhaps seemingly at odds with the traditional corporate paradigm, this new kind of Brand Love is uninhibited and unabashed. And so we embark on a mission to better understand what this Brand Love means for the future of corporate brands.
