What does it mean for a brand to be ‘loved’ by audiences?

Not every brand is capable of inspiring feelings of ‘love’. And even those that are face the problem of measuring something that has defied definition for millennia – notwithstanding the efforts of countless poets.

We teamed up with longtime Pulsar clients Pandora to explore the social and audience data behind being a ‘loved’ brand. The result? There is no one one way to be loved by your audience, with contingencies arising from niche community preferences, hero products, and pre-existing brand identity.

In this study, we explore:

• How three different expressions, or archetypes, of love map onto the brands Pandora, Patagonia, Lululemon, UGG and Burberry.
• The language – and emojis – different fandoms use to express themselves.
• How online fandom is distributed across different communities, and how their attention is split across specific product lines.

 

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