What’s Love Got To Do With It? What brands can learn from the art of attraction
Friday, February 26th, 2016
Valentine’s Day has come and gone, and all things pink-and-red-hearted have gone on deep clearance until next year. But in the wake of the season of love, it seems like a good moment to reflect on what brands can learn from people in terms of attraction, relationship building and even love.
So many fish in the sea
The first lesson is that there are a lot of people out there who are single and ready to mingle. 50% of US adults are not married. Single person households are the fastest-growing household composition. 40 million Americans use an online dating service.
The same holds true for brands. Most consumers keep their options open. Just 25% of shoppers say that brands influence their purchase decisions. Shoppers across categories are highly promiscuous. And unattached shoppers are fair game. Datable. Ready to fall in love.
Attraction is nurture, not just nature
Another lesson is that attraction is something we learn, not just a universally held standard. Sure facial symmetry is thought to reflect good genes, but that doesn’t explain the sometimes dramatic differences in people’s “type”. Those individual preferences are thought to be driven more by personal experiences than genetics. First love. Childhood memories. Family. Friends.
So for brands, it’s important to understand the power of personal history. Tapping into nostalgia and individual preferences can trigger an uncanny attraction that supersedes the “standard” of your category.
The total package
Some aspects of attraction might be linked together. For example, quarterbacks are often perceived as the most attractive people on the team, even thought they might not be the best looking. It turns out that leadership position and perceived intelligence can make someone more handsome.
From a brand perspective, it’s important to acknowledge that positive attributes might be linked, and it’s essential to identify which ones benefit the others. Does higher quality lead to a better value perception? Or even perception of performance?
The art of attraction can be mysterious, but smart brands can learn a lot from love. Now to figure out which brand is going to buy me flowers…
Image source: Pexels.com