Why We Love
the Brands We Love
Brian Fallers
Valentine’s Day isn’t just for starry-eyed couples and grand romantic gestures; it’s also a great time to reflect on the love stories we share with…brands. Yes, brands. You read that correctly. Whether it’s your cozy Friday-night Netflix binge partner, the morning Starbucks cup that understands you better than most humans or the thrill of an Apple unboxing, the connection we feel to certain brands can be just as profound. Why do we love the brands we love? It’s not just about their products; it’s about how they make us feel, who they help us become and what they represent in our lives. Let’s unpack the emotional, subconscious and archetypal roots of these connections and how they tie into brand authenticity and purpose.
The Heart of the Matter: Why Emotions Drive Brand Love
Love—whether for a person or a brand—is a deeply emotional experience. We don’t just buy sneakers or coffee; we buy the feeling those products evoke. Think about the comfort of a warm Starbucks cup in your hand on a chilly morning, the thrill of unboxing a new Apple gadget or the reassurance of hearing Netflix’s iconic “ta-dum” before diving into your favorite series. These aren’t just transactions; they’re moments that resonate on an emotional level.
Brands that tap into emotions succeed because they’re not selling products. They’re selling feelings. Studies show that emotional branding fosters stronger customer loyalty than rational appeals. It’s not about how many gigabytes your phone has—it’s about how using it makes you feel connected, empowered or stylish.
Archetypes: Brands with Personality
Just like people, brands have personalities. And just like in human relationships, we’re drawn to certain types. Enter brand archetypes—the timeless roles that brands play in the stories we tell ourselves.
Take the Lover archetype: think luxury brands like Chanel or Tiffany & Co. These brands seduce us with beauty, elegance and passion, promising a life of romance and allure. Or consider the Hero archetype, embodied by Nike (and Truelio), which inspires us to overcome challenges and “Just Do It.” Then there’s the Caregiver, like Dove or Johnson & Johnson, making us feel nurtured and cared for. Netflix could even embody the Everyperson archetype—a dependable, comforting presence that makes us feel at home.
These archetypes resonate because they reflect universal human desires—to feel loved, to achieve greatness, to be safe. When a brand consistently embodies an archetype, it becomes more than a product; it becomes a companion in our personal story.
The Subconscious Connection
While we’d love to think our buying decisions are logical, the truth is our subconscious has a lot to say. Through storytelling, symbols and consistent messaging, brands embed themselves in our minds and hearts.
Think about Coca-Cola. Their iconic red and white logo, classic script font and feel-good ads aren’t just marketing; they’re psychological anchors. When we see Coca-Cola, we don’t think “soda”—we think happiness, nostalgia and togetherness. Similarly, Netflix’s “Watch Next Episode” button has become a subconscious symbol of comfort and indulgence. These subconscious connections keep us reaching for their products, even when alternatives are right next to them.
Authenticity: The Key to Lasting Love
Just like in romantic relationships, authenticity is non-negotiable. We can sense when a brand is putting on an act or chasing trends without real purpose. The brands we love most stay true to themselves while evolving to meet our needs.
Take Patagonia, for example. Their commitment to sustainability isn’t a marketing gimmick; it’s baked into their DNA. This authenticity not only earns trust but also inspires love. Customers see their purchases as a reflection of shared values, turning transactions into meaningful acts.
When brands lead with purpose—and stay true to it—they build loyalty that goes beyond products. They become a part of who we are, helping us express our values and identity to the world.
A Love That Lasts
So, this Valentine’s Day, let’s celebrate the brands that have stolen our hearts. The ones that make us feel seen, heard and valued. The ones that empower us to be our best selves. And just like in any great relationship, it’s not about perfection—it’s about connection, trust and shared purpose.
Here’s to the brands that have our loyalty, our dollars, and, yes, even our love. After all, love isn’t just for people—it’s for the stories, emotions and values that make life meaningful. And the best brands? They deliver all three, with a side of joy.
Happy Valentine’s Day—and don’t forget to show your favorite brand a little love.
