The Buzzz ‘Brand Love’ Model
Extending our thinking around ‘trust’ leads to the assessment of relationships consumers have with brands and organisations. Like human relationships they rely on the three core ingredients of Commitment, Passion and Intimacy.
Some brands show much more of one element than another – an overdose of Passion in a brand leads to Infatuation and little else. Some brands and services – in our experience those with low levels of trust like utility providers – possess little or no sentiment and sit outside the model in a non-love space.
With the amount of investment being made in customer experience on the rise – understanding the state of the current relationship customers have with the brand or organisation becomes really important as it impacts directly on the way experience is designed.