Brand Matters: Put a Little Love in It
The other day, I came across one of Zappos' ads featuring the Zappets—Muppet-like characters modeled after the online retailer's actual customer service representatives—and based on real customer service calls.
Here's what the Zappet said, "A woman just called and asked if we sold dresses. I told her we had hundreds of dresses from the biggest designers. Know what she said? She said, 'I love you.' Actually, she said, 'Thank you,' but I read between the lines."
Reading between the lines. Making customers happy. Fulfilling needs both expressed and unexpressed. With its over-the-top dedication to customer delight, Zappos is definitely in the happiness business. But I'd say Zappos is also in the love business.
What business is your brand in? Is there room for love in your brand model? More engagement? More passion? More respect for your customers? I'm in agreement with Roberts: This world needs more lovemarks.
Andrea Syverson, author of "BrandAbout: A Seriously Playful Approach for Passionate Brand-Builders and Merchants," is president of IER partners, a strategic branding and merchandising consultancy. Reach her at email@example.com.