How Marketing Leaders Can Create More "Brand Obsession" (2023)

We all have brands we love. We cherish the products they offer, we closely watch their every move, we follow them on channels where they don’t even publish content -ever follow a furniture brand on Linkedin? Yes, $4000 couches will do that to you.

What drives this kind of love? Is it unattainability? Guilty pleasures? Aesthetic perfection? When we’re obsessed with a brand, it’s usually because it speaks to us in a way no other brand does. Sometimes, we’re the early adopters or the exact fanatics and ambassadors they’re looking for. When we act as promoters or advocates, the part of a brands message that we amplify is the one that speaks to us most.

That’s why fanatics are the exception, not the norm – it’s sometimes a matter of probability that brands will speak to us in our own unique way. So, instead of relying only on the consumers you happen to speak to, brands need to start thinking about curating “brand obsession” with every consumer in their own unique way. There are a few methods available to do this today, but they’re rapidly being changed by the growth and development of conversational AI.

How Marketing Leaders Can Create More "Brand Obsession" (1)

How to Start The Conversation

What do great conversations start with? It’s definitely not smalltalk, talk about the weather and, only in the right circumstances, religion and politics. What really kicks things off is confidence.

How can you tell? Well, we’re attracted to people who carry themselves with confidence. This doesn’t mean that we always start a conversation or want to talk to people at every moment of every day, but confidence is what encourages us to find out more about what someone has to offer.

For brands, it can hardly be said that any one brand talks itself down. At the same time, wild promotions and outlandish claims may help attract business for a short time, but they’re hardly the kind of pristine eminences that earn the love of consumers in the long term.

At times, it can be easier to go all the way to the poetic in order to inspire. For most brands, you can build positive associations. However, to get consumers to convert, you need a clear journey towards that goal.

If your marketing is already positioned in such a way that it allows your brand to be taken seriously, then you’re not going to be challenged to find consumers who’ll love you. What you will be missing, however, is the ability for your brand to be introduced to consumers in more ways that drive stronger belief in what your brand offers, and ultimately creates more of that love.

There are a few ways that brands are trying to do this today: experiential retail, engagement marketing, different means of brand activation and differentiating themselves with powerful, compelling-yet-relatable key marketing messages. These are all well-established strategies where leaders with a knack for the art of marketing thrive, but they are also styles of communicating and campaigning that consumers already know and expect.

Instead of only focusing on the basics, you can also think about enhancing these strategies with the right personalized technologies. With this approach in mind,you can create individual conversations that let more consumers feel the love and even “obsession” your most loyal customers already do.

How to Generate Strong, Individual Belief

Any one-to-one marketing practice, or just any good personalization method, is going to use one-to-one tactics that go hand-in-hand with any basic understanding of social psychology. Instead of thinking of your broad based messages as the only way to influence consumers, starting conversations with solutions like conversational AI can help you prime consumers with both questions and answers, creating a better understanding and, yes, stronger belief in your brand.

Conversational AI, generally in the form of Virtual Product Advisors, enables you to talk to your consumers in a one-to-one way. Where this steps up your ability to reveal “obsesses” consumers is not in its advocacy for your brand, but in its ability to educate and inform your consumer in a simple and effective way.

If you’ve ever talked to someone one a special diet, for instance (vegan, keto, anything in between), they’ll usually tell you how it has all the answers. Want to lose weight? Diet. Want to look better? Diet. Want to feel better? Diet. Want to have more energy throughout the day? Is it the right thing to do? Well, you already know those answers.

Of course, this is remedial content for brand experts, but if more consumers can identify with brands on a social basis, they become more willing to trust and invest in them.

This kind of advocacy is all about the consumer: how it’s solved problems for them, how it’s improved their life, how they’ve had such a great experience. This kind of advocacy, where informed, reasonable, personalized and thoughtful, is the same kind you need to be shared with your consumer.

Your existing consumers (or a league of influencers) can only go so far. The most intuitive way to start conversations like these with consumers and create stronger beliefs about your brand is with a – yes – “conversational” virtual product advisor.

How to Make People Feel Like Your Brand Is Just for Them

Virtual Product Advisors talk to consumers, learn about their needs and personalize the best possible products and experiences for them. That kind of interactivity, thought and care is essential to making someone feel like a brand’s products are made “just for them” and, incidentally, that’s how consumers usually also feel when they love or are full-on goo-goo ga-ga obsessed with a brand.

Particular to this, Virtual Product Advisors allow brands to ask consumers questions in series that build up to personalized recommendations. By learning important facts about an individual and tailoring product choices to them, it makes it easier for consumers to see the unique value of each and every product – as well as the brand who offers them. This is something that can only be achieve, however, with the right conversational intelligence, and AI that knows how to analyze and present the entire product offering of a given brand. How Marketing Leaders Can Create More "Brand Obsession" (2)

Conversational AI doesn’t just allow consumers to consult with your brand however they may be shopping, but makes it easier to discover things about your brands you’ll absolutely love.When you converse with your consumer, you take the first step to generating real results. People know what you offer, they’ve seen the ads, but how are they going to know what’s best for them? You have to make this process easier – if you don’t get more people engaged with your content and products, if you don’t make it easier to enable your ambassadors, then you’re never going to feed the kind of mass obsession that makes your brand one-of-a-kind.

How to Amplify the Experience

Content and connection are the two ways your brand can grow. The things we share, the things we learn from and the things that make us happy are the “connective tissue” of our day-to-day experience.

The thing is, if someone’s obsessed about a brand and tells you all about it, you may or may not listen. If someone educates you about a brand based on things you’d be interested to know, then one customer becomes two.

So empowering your consumers to educate one another is critical. And wherever you’re not doing that, you can look to conversational AI to do it for you – all while increasing engagement, purchase intent and conversion throughout your relationships with individual consumers.

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Talking to someone about a product and getting them to engage with a brand is no different from how most brands have grown in the past. Technology is changing what’s possible on a one-to-one basis, and consumers can now get access to guidance, recommendations and advice that offers them amazing experiences and connection with a brand.

As it turns out, this is all coming just in the nick of time. Product discovery has only become more complex, and that means consumers are looking for opportunities for their purchase process to be simplified. Your brand can get consumers more “obsessed” with you by playing into this: enable consumers to understand the value of each product and how it’s right for them, and their love for your brand can only grow.

If you’re the type of person who’s ever been obsessed with a brand, you know it’s because you’ve seen something of yourself in that brand, and you’re also likely to already have strong feelings about who you are to base that on. With the right solution, you won’t see 100% of consumers beat a path to your door, but in a world where you might only see a fraction of consumers truly embrace your brand, a little love and even obsession can make all the difference.

See more content about modern marketing below, or get a demo to learn more about how Conversational AI can help your brand grow


How do you increase brand desirability? ›

Creating Desirable Brands
  1. Think bigger than your category.
  2. Focus on the future.
  3. Have clarity of purpose.
  4. Inspire connections.
  5. Create experiences.
  6. Constantly innovate.

What is brand obsession? ›

Abstract. This paper proposes a conceptual framework for the investigation of 'brand obsession', defined as a consumer relationship phenomenon that involves 1) non-deliberate, intrusive, and repetitive thoughts about the brand that 2) lead to compulsive behavioural intentions aiming at reducing these thoughts.

Why people are so obsessed with brands? ›

When we're obsessed with a brand, it's usually because it speaks to us in a way no other brand does. Sometimes, we're the early adopters or the exact fanatics and ambassadors they're looking for. When we act as promoters or advocates, the part of a brands message that we amplify is the one that speaks to us most.

What makes people buy brands? ›

Here are 7 Reasons Why People Buy Brands:
  • Brands provide peace of mind. Consumers want comfort, happiness, and satisfaction in their lives, and they get it in part through the products they buy. ...
  • Brands save decision-making time. ...
  • Brands add value. ...
  • Brands express who we are. ...
  • Brands give consumers a reason to share.
Mar 2, 2020

How do you attract people to brands? ›

6 Ways To Attract More Customer Love to Your Brand
  1. Understand them. Understanding your customers' needs and wants is the first step towards creating more positive customer experiences that eventually lead to customer loyalty and love. ...
  2. Build Relationships. ...
  3. Stay Relevant. ...
  4. Be On Time. ...
  5. Keep the conversation flowing. ...
  6. Reward them.

How do you build positive brand perception? ›

6 steps to improve customers' perception of your brand
  1. Identify your audience and understand how they perceive your brand.
  2. Develop and maintain a positive connection with your customers.
  3. Be open to feedback and strive to improve.
  4. Leverage user-generated content to your benefit.
  5. Share real customer testimonials.
Jan 13, 2022

What do you call someone who is obsessed with brands? ›

You might call such a person a aficionado.

Does brand love lead to brand addiction? ›

Research results show that brand love is a antecedent to brand addiction, and obsessive passion is a mediator that makes this emotional state stronger. This brand addiction is then associated with higher levels of word-of-mouth and willingness to pay.

Why do people become loyal to brands? ›

Consumers are loyal to a brand because they believe you offer a better service and higher quality than anyone else. This happens regardless of pricing. A brand-loyal customer is also more likely to try out other products from the brand. These products might even be slightly more expensive.

What is the #1 reason why influencers want to work with brands? ›

It all comes back to respect. The brands are working with the influencers in the first place because they respect them: their creative approach, their perspective, their audience and their ability to deliver a point of view to an audience that they have trouble reaching.

Why do most people want to buy famous brands? ›

In today's modern era, people tend to purchase clothes, cars and other items from well-known brands. The chief reasons that could explain this phenomenon are the credibility of famous brands and people's desire to show off their status.

Why do people like high end brands? ›

Prestige and status are the two factors that make people buy luxury goods. A study published in the Journal of Marketing in 2016 found that these two factors are the biggest reasons why people buy luxury goods. Both these factors are driven by the desire to make a statement about yourself and your superiority.

What are the six strategies to attract customers? ›

The following six strategies will help you attract and keep customers.
  • Offer quality products. Good quality is the most important reason cited by consumers for buying directly from farmers. ...
  • Cultivate good people skills. ...
  • Know your customers. ...
  • Use attractive packaging. ...
  • Let customers try samples. ...
  • Be willing to change.

What are 4 ways to attract customers? ›

10 Ways to Get New Customers
  • Ask for referrals. ...
  • Network. ...
  • Offer discounts and incentives for new customers only. ...
  • Re-contact old customers. ...
  • Improve your website. ...
  • Partner with complementary businesses. ...
  • Promote your expertise. ...
  • Use online reviews to your advantage.
Apr 6, 2017

How do you attract people in marketing? ›

Here are 10 common marketing strategies companies use to reach more customers, encourage repeat business and build brand loyalty:
  1. Leverage social media.
  2. Start a blog.
  3. Maximize search engine optimization (SEO).
  4. Create a call to action (CTA).
  5. Engage influencers.
  6. Build a mailing list.
  7. Create an affiliate program.
Feb 4, 2020

How do you build a strong brand culture? ›

  2. Develop a Brand Identity. ...
  3. Invest in Team Members. ...
  4. Create Positive User Experiences. ...
  5. Make An Impact on Society. ...
  6. Deliver Exceptional Customer Service.

How do you increase brand visibility and awareness? ›

9 Ways to Increase Your Brand Visibility
  1. Leverage Social Listening to Know Where You Stand. ...
  2. Foster Community on Social with Regular Interaction. ...
  3. Use Employee Advocacy to Boost Your Brand. ...
  4. Focus on Video Content for a Dynamic Feed. ...
  5. Work with Influencers. ...
  6. Run Contests or Giveaways. ...
  7. Implement a Referral Program.
Oct 11, 2022

How do luxury brands create desire? ›

Luxury brands give consumers the space to project their own fantasies onto the product. This is how they create a lasting story in the minds of their consumers. Hence, the product becomes something that lives longer than the commercial counterparts that are designed to be quickly replaced.

What is brand fanaticism? ›

Brand fanaticism captures self-brand connection, brand prominence, obsessive passion, and cognitive rigidity that loyal consumers experience with focal brands. Brand commitment, brand love are antecedents of brand fanaticism which in turn, predicts word-of-mouth, behavioural intention, and willingness to sacrifice.

What is a brand conscious person called? ›

brand whore Someone who buys and prominantly displays name brand products (or products that feature large corporate logos) under the belief that such loyalty to a label or corporation is a chachet and brings prestige to their otherwise lack of taste, regardless of the actual quality or value of the products.

How do you make brand people fall in love? ›

9 ways to make people fall in love with your brand
  1. Focus on user needs, not features. ...
  2. Research what your target audience wants. ...
  3. Respond to consumer feedback whenever possible. ...
  4. Provide a free solution. ...
  5. Deliver more than you've promised. ...
  6. Find the right distribution channel. ...
  7. Tell a story. ...
  8. Pay attention to the visuals.

What makes a passion brand? ›

Put simply, a passion brand is not a brand that consumers purchase purely out of habit, it's a brand they have an emotional connection with and want to be identified with by their peers. But this is just the beginning.

What is brand desirability? ›

When a brand is considered particularly desirable and attractive by a certain group of customers, we call it brand desirability. It develops in the presence of a good value fit – meaning when the values of consumers closely match those of the brand.

How do you increase brand identification? ›

To achieve strong brand recognition, you must be unique, commit to market-leading customer service and produce thought-leadership content. Next, you'll need to establish a clear purpose for your brand and deliver what you promise to consumers. You'll also need to be diverse in how you reach your customers.

How do you measure brand desirability? ›

6 Ways to Measure Brand Equity with Social Listening Tools
  1. Measure Brand Awareness. ...
  2. Track Consumer Sentiments in Real Time. ...
  3. Identify Potential Influencers and Content Creators. ...
  4. Generate Competitive Benchmarks. ...
  5. Understand Your Brand's Relevance and Desirability. ...
  6. Gauge Brand Growth Over Time.

What makes a brand attractive to the market? ›

Good brand design must do the following:

Be impressive at first glance (good quality, exciting, relevant). Make people want to work with the company / purchase the product / use the service. Attract the audience and be memorable. Invoke emotions, trust, and a desire to stay with the brand.

What makes a brand feel luxury? ›

The ten luxury brand values as defined by Danziger are superior performance, craftsmanship, exclusivity, innovation, sense of place & time, sophistication & design aesthetic, creative expression, relevance, heritage, and responsibility.

What makes a brand personality successful? ›

Dimensions of Brand Personality. In The Journal of Marketing Research, Jennifer Aaker outlines five dimensions of brand personality: sincerity, excitement, competence, sophistication, and ruggedness. These five pillars can be jumping-off points when identifying your own brand's personality.

What are the 7 steps to brand identity? ›

Building a new brand essentially boils down to seven steps:
  • Research your target audience and your competitors.
  • Pick your focus and personality.
  • Choose your business name.
  • Write your slogan.
  • Choose the look of your brand (colors and font).
  • Design your brand logo.
  • Apply your branding across your business.
Oct 29, 2022

How do influencers increase brand awareness? ›

Influencers grow brand awareness among their followers and beyond through brand endorsement, product placement, and mentions on their social networks. Therefore, influencer marketing is an online marketing strategy whereby brands leverage the reach of an online influencer to sell their product or service.

What are the 4 elements of brand equity? ›

Brand equity has four dimensions—brand loyalty, brand awareness, brand associations, and perceived quality, each providing value to a firm in numerous ways. Once a brand identifies the value of brand equity, it can follow this roadmap to build and manage that potential value.

How do brand managers measure success? ›

The telling metrics to measure brand performance are: Top-of-mind (TOM), aided, and unaided brand awareness. Brand sentiment including overall brand perception. Brand consideration and purchase intent.

What is brand loyalty in marketing? ›

Brand loyalty is when customers continue to purchase from the same brand over and over again, despite competitors offering similar products or services. Not only do customers continue engaging and purchasing from the same brand, but they also associate positive feelings toward that brand.


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