The Product You Choose Is You (What Does It Mean to Be a Lovemark?)

No matter how much others try to sway you, you’ll still go back and choose the one that captures your heart. A perfect analogy is the unrequited love for someone who ignores you, yet you’re willing to endure their inexplicable actions simply because they occupy your dreams.

Every product is, in a way, a reflection of the individual, becoming an extension of their identity—whether it’s a car, cosmetics, or food. Today, this concept is referred to as a lovemark. If there’s a brand you desire so deeply that no alternative even crosses your mind, then you are undoubtedly in love with that product.

This phenomenon, more common in developing societies, may seem like fanaticism at first glance. However, for the brand behind that lovemark, it’s no easy feat. Beyond simply creating a product, they must build an image, solve user needs, and elevate the consumer’s social status.

Take a moment and list the brands of your favorite coat, shirt, or any other item you adore. You’ll notice which brands give you comfort and confidence.

Here’s an example: Samsung may produce better and more functional phones than Apple and even surpass them in certain aspects. Yet, this doesn’t change the fact that iPhone is a lovemark. Building a brand means embedding emotion into the product itself. Think about the Mini Cooper—no matter how powerful and luxurious your current car might be, a Mini Cooper likely still catches your eye. It’s classless, transcending categories.

Psychologists refer to this phenomenon as creating a “comfort zone.” Every item you own contributes to building your personal comfort zone. For instance, when you say, “I don’t drink Pepsi” or “I don’t drink Coca-Cola,” it means your comfort zone aligns with another brand. And only you—and perhaps the heavens above—know the frustration you feel when a waiter brings you the wrong drink.

As mentioned earlier, brands that succeed in embedding a soul into their products often create a stronger bond with their consumers. Successful brands don’t just manufacture products; they craft solutions that resonate with their customers, providing a sense of comfort and belonging.

To summarize, if a brand doesn’t breathe its mission and story into its products, it ends up offering a flavorless, soulless, mechanical item. On the contrary, brands that succeed in doing so create products that speak to consumers and are embraced with open hearts.

For example, the excitement and joy I felt when I got my first iPod—what other music player could have given me that same feeling?

Ultimately, everything alive speaks to us, and we embrace what resonates with us most deeply.

Now, take a moment to think about a product you’ve been wanting for a long time. Write it down and reflect on why you want it so much.

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