By Craig Regan
In advertising they’re called Lovemarks and they’re defined as brands that consumers adore “beyond reason”. The theory is based on twin drivers of love and respect and goes like this…
Products don’t command love or respect. Fads attract love, but without respect they’re just a passing infatuation. Brands attract respect. On the other hand, Lovemarks command both respect and love.
Lovemarks are based on a holy trinity of mystery, sensuality, and intimacy. I’ll stop there before I’m driven to put on a sack cloth, hold hands with colleagues and sing kum-ba-ya.
Facebook is an iconic brand. Apple’s another obvious lovemark. In the USA, so is big retailer JC Penney. All these brands have their detractors but they also command vast amounts of love and respect among millions of people.
Coke’s been right up there as an iconic name for a very long time so it’s fascinating to see the brand-consumer relationship being played out in public on the University of Singapore campus this week.
Coke installed a vending machine emblazoned with the slogan “Hug Me”. If you do, you’re rewarded with a free can of the sickly soft drink. It's all in the video below with some footage tacked on of a cool interactive customer interface.
You can’t help but feel that a tactic like this might be the Next Big Thing for Australia’s politicians to restore their flagging relationship with voters. “Hi, I’m Julia or Tony – hug me,” has a certain ring to it.