How can you make a consumer—no matter what age or gender—simply fall in love with a brand, unable to resist its allure? The answer is: by turning it into something to identify with, by making it desirable, so that having it will add to who you are! It can be seen in many brands —Gucci clothes and accessories, Ferrari, Mercedes and Audi cars, Nike and Ferragamo shoes, Diesel jeans, Prada bags, Apple’s iPod, the Blackberry or even Starbucks Frappuccinos. By turning the relationship with the brand into a strong form of identification, an emotional relationship that commands loyalty beyond reason can be created.

• love
• reason
• will
• relationship
• identification
• fall
• matter
• gender