In the new social media landscape, where we’re asked to “like” one brand or another, the old-fashioned notion persists that there are some brands we simply love. Here’s why this matters to your company. A brand you like has some of your heart, but you can be wooed away fairly easily. A brand you love is practically invulnerable to poachers. Even if they make a mistake, you’ll find a reason to stay with them. (New Coke, anyone?) So here’s a question you’ll try very hard not to answer: what is there to love about our organization? What can you do for your customers or clients that they can only get from you? Answer that successfully, and you can cut your marketing budget in half.
