[Global Advocacy Study] Passion Brand: when love trump the reason

Falling in love is an instinct, but very difficult to activate. Most of us don’t know why and when we follow in love, even if Barney Stimpson want let us think that a simple rule exist. The reality is “true love” isn’t easy to attend and create a relationship that make sense for consumers is a central challenge for brands. More seriously, brand advocacy is the “Graal” for brands are trying to archive creativity appeal and efficiency. If we think that a good product and a good customer service is enough to boost advocacy, from the …

[Global Advocacy Study] Passion Brand: when love trump the reason

Falling in love is an instinct, but very difficult to activate. Most of us don’t know why and when we follow in love, even if Barney Stimpson want let us think that a simple rule exist.

The reality is “true love” isn’t easy to attend and create a relationship that make sense for consumers is a central challenge for brands. More seriously, brand advocacy is the “Graal” for brands are trying to archive creativity appeal and efficiency.

If we think that a good product and a good customer service is enough to boost advocacy, from the study we find some  interesting insights:

1) Brands are largely failing at driving advocacy in social media.  Most brands are driving very low social advocacy from their satisfied customers. It’s estimated that less than 5% of satisfied customers advocate publicly for the brand on social channels.  This “social advocacy gap” represents a huge opportunity to improve marketing’s efficiency and effectiveness.

2) Practicality trumps emotion.   Overall, advocates in all four countries were more likely to talk about product features than benefits, cost (or deals/savings), customer service or ads.

3) True passion is rare.  For most brands, the majority of mentions were casual. In the US, only 2 brands had over 50% of mentions falling in the most enthusiastic advocacy category (love, excitement, must-do or buy). And these 2 brands had even more enthusiastic advocacy than blockbuster movies like The Avengers and The Hunger Games.

The social@Ogilvy study analyse more than 7 mil mentions and 20+ brands, comes with interesting insights to how build a a passion brand. Here we go:

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Per questo articolo si ringrazia:

WoMarketing – di Andrea Colaianni

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[Global Advocacy Study] Passion Brand: when love trump the reason

[Global Advocacy Study] Passion Brand: when love trump the reason


Argomenti Trattati: Marketing

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