Do people really love brands?

Heinz and Love ❤️

Heinz recently launched a unified global platform called "It has to be Heinz."  It marks a significant milestone for the brand as it is its first Global Creative Brand Platform in Over 150 Years. The story celebrates the deep affection and irrational love consumers have developed for Heinz over the years (i.e., Brand Love). With the creative prowess of Wieden+Kennedy, one of the world's most talented and innovative agencies, the execution of this campaign is brilliant.

However, it is interesting to examine the strategic direction taken by Heinz in light of the evolving understanding of the notion of “brand love.” The concept of brand love, also known as "Lovemark," was coined by former Saatchi & Saatchi CEO Kevin Roberts in 2005. It advocated cultivating "loyalty beyond reason" as the ultimate goal of marketing. However, contemporary perspectives, including thought leaders from the Ehrenberg-Bass Institute, the world's largest research center for marketing, challenge the idea of “brand love,” considering it flawed and outdated. Furthermore, their research suggests that brand love is at odds with our everyday experiences, and the evidence does not support the belief that brand love directly leads to brand growth. It will be interesting to see the impact of this platform on the Heinz brand and the growth of the business.

💡 Another crucial aspect to consider is that while customers may have a strong affection for a particular product, it doesn't necessarily imply that they love the brand. Hence, individuals can develop a deep attachment to a specific product or experience a brand provides without extending that sentiment to the entire brand.

💡Research shows that only a small portion of consumers genuinely exhibit a deep affection for specific brands, and even that varies significantly across different product categories. For instance, research by the Ehrenberg-Bass Institute indicates that a mere 4% of Australian men claim to "love" their beer. This is particularly noteworthy considering Australians' well-known passion for beer.