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eLearning > Marketing > Brand Love > Module 1 / 5

Intro to Brand Love

Instructor: Hayley McGlone
Brand Love
Download the Brand Love Trend Report
The 80/20 rule states that 80% of sales are attributed to 20% of customers, which is why companies are so eager to build brand love among consumers. And we know that more than half of consumers stay loyal to a brand that they feel an emotional connection to, but how can you capitalize on that?

In this module, Trend Hunter's Manager of Client Research and Strategy Hayley McGlone reviews the 4 Pillars of Brand Love and how brands can leverage them to build consumer fandom around a brand. The following modules will look at brand loyalty, brand evangelism, brand commitment, and brand addiction and how each of these is a key component of Brand Love.
Related Trend Report: Brand Love
Jeremy Gutsche Keynote Speaker
Insights by Trend Hunter AI
Branded Solidarity
Brands are revamping their logos to show support amid COVID-19
Trend - To help send a message of solidarity during the COVID-19 pandemic, various brands have launched rebranding initiatives to show their support during the new era of social distancing. These logos have been altered to encouraging visual messages asking consumers to stay safely at home.
Workshop Question - How could your brand reflect global concerns in its marketing to reach consumers?
7.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Genderless Gifting
Gifts that aren’t specific to any one gender are marketed as such
Trend - As gender neutrality continues its prevalance across art and design-related industries, genderless gifting is increasingly popular among consumers. Whether in design or function, brands are promoting the gender-neutral qualities of their giftable products to appeal to wider audiences.
Workshop Question - How could your brand prioritize gender neutrality?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Nutritious Donut
Donuts become the vessel for serving healthier versions of indulgent food
Trend - Donuts, or donut-flavored snacks, are being offered in healthier forms to cater to consumers looking to indulge without impacting their general health. Offered in everything from donut-flavored yogurts to protein-infused donuts, these items merge both flavor and nutrition.
Workshop Question - How could your brand balance practicality and indulgence for its customers?
5
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Popularity
Activity
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Megatrends
Elevated Soda
The traditional soda is enhanced with nutritious ingredients
Trend - With traditional soda sales down in North America, brands in this space are revamping their offerings by infusing nutritional elements into them. From CBD infusions to zero-sugar options, these products come as the "wellness" movement increasingly motivates purchase decisions.
Workshop Question - How could your brand cater to the growth of the "wellness" market?
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Bold Unbranding
Big brands opt for no logos to showcase the weight and relevance of their brand
Trend - As efforts toward greater authenticity and brand loyalty continue to thrive, we're seeing a rise in unbranded, logo-less tactics–often from well-known companies. Not necessarily looking to move away from heritage or legacy, these brands are relying on the iconic imagery, aesthetics or references to their products to connect with consumers. These unbranded examples are serving to create more approachable identities for brands, allowing consumers to better connect with product references and emotional connections.
Workshop Question - How might you better connect with consumers through more subtle, unbranded tactics?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Ritualistic Snacking
A growing group of Gen Z consumers prioritize snacking over eating meals
Trend - It's been found that members of Generation Z prioritize snacking more than they do eating full meals, and brands are responding in-kind by offering the experiential, "foodie" focused snacks they seek but in convenient, takeaway forms. This shift is impacted by Gen Z's rituals that include living healthier (more instilled in them than in their predecessors), their on-the-go lifestyles, and their social habits that revolve around eating.
Workshop Question - In what areas could your brand shift gears to better cater to Gen Z consumers?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Expanded Luxury
Designer brands enter the lifestyle space to better align with customer values
Implications - Luxury fashion houses are entering the lifestyle space, particularly as it relates to discovery and self-improvement, in a variety of ways–whether that involves travel or social/political affiliations. Such expansions come as consumers, particularly Gen Z and younger Millennials, continue to drive the push for brands to align with their personal values and rituals, in exchange for their loyalty to the brands in question.
Workshop Question - How could your brand expand its partnerships to better cater to the Millennial and Gen Z consumer?
5.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Subscribed Breakfast
Breakfast meals are made easier via subscription services
Trend - With breakfast often being the meal that consumers skip the most, some brands are looking to change this fact by offering subscription services that specifically offer nutritious breakfast foods.
Workshop Question - How could your brand better convenience it’s customer’s life?
6.2
Score
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Activity
Freshness
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Megatrends
Cognitive Mushroom
Lion's mane mushrooms are adopted for a cognitive boost
Implications - As wellness-minded consumers look to incorporate foods that boost cognitive function and improve mood, lion's mane mushrooms are emerging as a preferred method of treatment. This progression speaks to the evolution of consumer expectations regarding nutritive benefits contained in adaptogenic foods and highlights the expanding ability of customers to differentiate between the large variety of healing mushrooms.
Workshop Question - How can you reevaluate a product's formulation to include ingredients that boost cognitive function?
4.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cosmetic Serum
Cosmetic items are increasingly based in skin-enhancing serums
Implications - The rise in prominence of serums has resulted in the combination of cosmetic items and serums, giving consumers hybrid items that simultaneously improve imperfections and cover them up. The combining of such items caters to consumers seeking to reduce steps in their morning routines, while giving brands a clear point of distinction to market.
Workshop Question - How can your brand narrow down the steps involved in purchasing or using the products/services it offers?
5.4
Score
Popularity
Activity
Freshness
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Megatrends