The greatest brands in the world have a deeply emotional connection to their followers. Successful brands are almost cult-like. Coke or Pepsi? Apple or Samsung? Nike or Adidas? Democrat or Republican? In 1943, Abraham Maslow wrote “A Theory of Human Motivation” which introduced a psychological theory on human motivation and development. He breaks down his theory in a grid of 5 categories. The theory starts with our most fundamental needs and then builds off that foundation. It goes as follows:
1st – Physiological needs. Air. Water. Food. Shelter. Sleep. Clothing. Reproduction.
2nd – Safety. Personal security. Employment. Resources. Health. Property.
3rd – Love and Belonging – Friendship. Intimacy. Family. Sense of connection.
4th – Esteem – Respect. Self-esteem. Status. Recognition. Strength. Freedom.
5th – Self Actualization – Desire to become the most one can be.
The higher you go, the less essential these needs are to your survival. Successful brands connect on some of these levels. The most successful brands connect on all of these, but especially at the top. This is where there is an emotional connection above our most necessary needs that gives us a sense of purpose and belonging. It’s hard to quantify, but you feel it, you know. If a brand can resonate on this level, it will have a loyal following – but, it has to be authentic. Consumers are very smart, and in order for a brand to build trust and loyalty, it has to have a track record of authentic actions at times when people aren’t looking. A history of statements, products and culture that speaks to their beliefs, and not a token overnight gesture looking to take advantage of a moment in time.
This past week, we have witnessed brands, corporate executives, and leaders tripping over each other to get on the brand wagon of the #blacklivesmatter movement, and worse, joining with the claims that they’ve always been part of creating change. Some leaders (not only politicians) have decided to embrace this as a photo opportunity. They’ve taken the news this week as an opportunity to put themselves in the spotlight, taking to social media to make statements and claim allegiance to a movement with no history or track record to it. What these opportunists fail to realize is that a movement does not become part of your brand just because of one statement, interview or social media post. A brand is far more about what you do than what you say. A brand is about action. And those actions are a reflection of who you are. You can’t fake it. You can’t make a change with one post, and as much as you may want to, you can’t change the perception of a brand overnight. What’s different now vs a pre-social media time, is that everything is out there as a record for everyone to search through. And because the internet never forgets, people are starting to call the opportunists out on their BS. I’ve seen it in the press and in the comments of their social media posts.
Brands help us define who we are. When we associate ourselves as an ally to a brand, we are not only endorsing the product, but all of the values and principles we associate with it. The product is only a small part of the picture. We listen to the opinions of the CEO. We judge the brand ambassadors and closely watch their actions. If we don’t like what we see, we become estranged and disillusioned. If we sense that any of it is inauthentic, we will call bullshit on it. And from where I sit, this is a good thing.