Rupert England, Executive Creative Director of Espial, explains: "We ask all our clients the question: 'Do you want your brand to be liked or loved?'
"Some are content with being really liked. Others want to be loved. They want their customers to say: 'I'm not buying this brand because it gives me xyz. I'm buying this brand because I love it.'
"You don't like your favourite clothing brand. You love your favourite clothing brand. You don't like your favourite car brand. You love your favourite car brand. Loved brands are not about rational decisions. Loved brands are about emotional responses. When a brand is loved, it is forgiven for its mistakes. And when a brand is loved, loyalty follows."
"All the work we create for our clients - design, digital branding, advertising or events - is designed to activate the LoveEnergy inherent in every brand. Brands with LoveEnergy activation connect emotionally with an individual and thereby create a meaningful long-term relationship."
