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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
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Insights by Trend Hunter AI
Subversive Skincare
Skincare collections for men upturn rigid representations of masculinity
Trend - In order to appeal to men, skincare brands often opt for stereotypically "masculine" branding, which often includes bold and simple labeling and dark colors. This is slowly changing with brands releasing products and collections targeted to men, but with a focus on "soft" branding that's more about product than presentation.
Workshop Question - How could your brand better prioritize inclusion?
7.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Virtual Contest
Virtual contests and giveaways help keep customers engaged from home
Trend - Brands are trying to maintain customer loyalty with virtual events that promise contests and giveaways where people can win free products. These include everything from wedding dress giveaways to online scavenger hunts.
Workshop Question - How could your brand prioritize at-home customer engagement?
4.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Intimate Collections
Self-care collections are focusing on enhancing intimacy and sensuality
Trend - Brands in the sexual wellness space are offering modern collections that enhance self-care related to intimacy. These collections are designed to be used on their own or with a partner, and give people enhanced experiences.
Workshop Question - How could your brand prioritize wellness for its customers?
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Political Cosmetics
The cosmetics industry encourages consumers to take political action
Trend - Many brands are taking advantage of their mass outreach to use their voice in light of political perspectives. The beauty industry plays a role by creatively making products to encourage consumers to exercise their voting rights.
Workshop Question - How is your brand using its voice to practice corporate social responsibility?
4.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Clean Cosmetic
Black and POC-owned cosmetic brands accommodate clean and vegan preferences
Trend - The steady growth of cosmetic brands owned by Black and people of color has resulted in a more diverse and inclusive market. Many of these brands are also opting for natural, vegan or clean formulations that give consumers peace of mind when it comes to what they put on their skin.
Workshop Question - How is your brand prioritizing inclusive, "free-from" products?
3.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
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?
6.4
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?
4.9
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?
5.9
Score
Popularity
Activity
Freshness
Patterns
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?
4.6
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?
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends