White paper / 23/09/2020 / Talkwalker & Auxipress

Brand Love Story 2020

The world’s most loved brands and how you can be one.

A crisis can bring out the best in people. And in companies too. We’re currently working through exceptional times. The first few months of 2020 flipped the economic market on its head. Leading to a historic global recession. It’s going to be tough. But it’s also going to be an opportunity. A chance to rethink your company, and your positioning. To tell a different brand story - a story of love. Brand love is one of the most powerful marketing strategies you could use, to continue your growth during an economic downturn. Positioning yourself as a product that consumers don’t just want, but one that they emotionally connect with.

Celebrity Cruises

Celebrity Cruises

Celebrity Cruises is a brand that relies on aspiration as part of their strategy. Similar to Four Seasons, the customer experience is essential, and that is actively promoted through positive PR and social media. CSR is also a key strategy, with a focus on “leaving the world a better place.” This means engaging in sustainability projects, supporting gender equality and the LGBTQ+ community, and helping in local projects that could have been impacted by tourism. Combine that with sponsorship of audience-relevant events, and they built a luxurious brand that people love.

CSR is a key strategy for Celebrity Cruises

Red Bull

Red Bull was originally just an energy drink originating from Austria, but now has invested broadly into sport, and has its own media house. This engagement with sport brings the passion and energy into the brand, which is constantly associating itself with the excitement and thrills of extreme sports. All positively emotionally charged, leading to brand love.

Red Bull Brand Love
Red Bull Brand Love

In this report, we look at the world’s most loved brands, as they were before the crisis hit, to see how you can replicate their methods for brand love success, and how that will help your business survive in the coming months and years. Brand love is the perfect panacea against the pandemic consequences. If you’re uncertain what the future will bring, you’ll love this…

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