Would you dream of comparing a can of Diet Coke to your boyfriend, a product that is always with you, dependable and reliable?
It is this connection that Tim Halloran describes in his new book "Romancing The Brand: How Brands Create Strong, Intimate Relationships With Consumers." This emotional connection that brands develop with their consumers is carried out with what Halloran describes as "romance," so should we be worried?
Halloran is an expert in his field. He's the president of Brand Illumination and has consulted with some of the biggest brands in the game like Coca-Cola and Kraft Foods.
He sat down with IBTimesTV to discuss how these connections are made, using examples of Super Bowl commercials and what he expects to see at the Olympic Games.
When it comes to making the best Super Bowl commercial, Halloran describes the importance of understanding the product. When we asked him what commercial was his favorite, he was quick to note the BestBuy commercial.
Using what he describes as a “spark,” the electronics retailer was able to connect with their customers, which made Halloran curious to go to their store and see what the brand has been doing. Mission accomplished, as they were able to emotionally connect with their consumer by this sense of intimacy.
Looking forward to the Olympic Games, Halloran says we are going to see a lot of “inspiration” from big brands and their commercials. As it is all about competition and striving to be the best, we can expect to see some heartstrings pulled in the commercial push. Halloran is looking forward to seeing Proctor & Gamble’s 2014 edition of their “Thank You Mom” campaign and ‘Citibank’s’ “Every Step Of The Way” Campaign.
Halloran describes the intimate relationship we share with brands that we have come to know and rely upon. As in any relationship there need to be sparks, and ways to get out of falling into a “rut.” This is why big brands like Coca-Cola, which is more than 100 years old, need to constantly evolve their image and the way in which they engage their consumers.
So describing a Diet Coke as your boyfriend doesn't seem that odd at all.