Brand love: Do customers really care? It depends how you define love
The third session of Season 3 of the Daily Maverick Marketing Masterclass put the concept of brand love on trial: does brand love exist, does it drive choice, and is it even the right ambition?
The panelâs verdict was uncomfortable but useful.
Love is real but rare, it tends to arrive after the experience rather than before it, and much of what marketers call love is habit, affinity or trust wearing a more flattering name.