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Who Loves Your Brand the Most?
By: Dwayne W. Waite Jr.
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When meeting with business owners or brand managers, we tend to spend the majority of our time talking about the audience. How it is made up? Who in the audience are the major opinion-makers? Gatekeepers? How can we make sure they see the message to spread it to the rest of the group? How can we make those gatekeepers brand advocates?

The goal of advertising is to give consumers enough accurate information for them to make a sound decision. Or, give them information about something new; something they haven't tried before. So in order to accomplish that, we have to rely on those people who love that brand's product or service to help our advertising do the job.

But who are the ones that love your brand the most?

It should be the business owner, and its brand managers.

No one should love a product or service more than the people who provide it. It's true. The passion the business owner or brand manager has for what they are providing should be contagious. It should be nearly overwhelming.

Why else be in business if you don't like what you're doing?

It sounds cheesy, but loving the offerings of your brand is important. It's the starting point for everything. If a brand presents a lackluster attitude to its goods and services, no doubt it will translate into the advertising. If the simple goal is to get people in the door, without telling people why they should be going in the first place, then the advertising campaign is going to fail before it gets on its feet.

Passion, from the top down, matters.

We work with an organization that has a group of people behind it who love what they do. It's exciting to walk into meetings just to listen to them talk about how awesome their brand is, and how fun it is to help people learn more about what they do. Their passion, their love for the brand, transfers into the advertising. They aren't afraid to "tell it like it is." They don't want to submit to cheap sales promotions or discount tactics, because it cheapens the brand. We love it, and we love it because they do.

Good advertising can be directly correlated with people who love what they're doing. If you're a small agency or freelancer, try seeking out those organizations that have that passion driving them. If you're an organization, think about who loves your brand the most: you or your customers? If you have to think about it, then you have some things to fix before you think about advertising.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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