Subaru has a long-standing tagline: Love. It’s what makes Subaru a Subaru. Though I understand “love” and know what a “Subaru” is, I have no clue what this tagline means. If given a guess, I’d say Subaru manufacturers lover their product so much it makes the car better. Of course, it could mean consumers love the brand so much it makes the product better — but that doesn’t make sense. Advertising.
That’s an aside, my real point has to do with brand planning process. David Brooks waxes philosophical in his Op-Ed piece today about two philosophies of life. One favors loyalty and community — giving of oneself for the betterment of the whole — and the other suggests tolerance of others and their points of view, yet being true to self.
Brand planning, done right, is more like the former – the community betterment approach. Brand planners should be constantly on the look out for the love. The good. Negatives need not apply. Therefore the word tolerance need not come up. Brand planning is about positivity.
I understand competition. I understand “Who is going to lose the sale you are making.” That’s for advertising and tactical efforts. Branding is about the love. What the brand is good at (good-ats) and what consumers care about (care-abouts). Find the love.