Thanks for your patience.
It took a bit longer than planned, however I’ve now finished the manifesto I alluded to in my last post. I’ll upload it in sections over the coming weeks. It’s called… Love Cap.
Love Cap [luv kap] – Shortened form of Love Capital
Noun. Informal.
Definition… A form of wealth. A measure of the total love felt for a brand by its customers, prospects, shareholders and other stakeholders. In this definition, the word love represents any of the 35 odd positive (primary, secondary and tertiary) emotions humans are capable of feeling about a product, service or entity.
Love Capital is a newly defined asset class, the value of which can predict the future potential of your brand. It‘s the measure of the love felt for your brand by all stakeholders.
Consider your brand or the brand you represent. If your brand was a person, would you be instantly drawn to them? Would they have characteristics that are more appealing and magnetic than all the other people you know? Would they be the type of person you’d like to have as a dear friend?
In the vast majority of cases, the answer to these three questions is no.
Most brands (possibly your brand), have few characteristics that are significantly more attractive, more magnetic or more lovable than competing brands. Most brands are just brands with inadequate Love Capital.
Copyright © Brad Tonkin 2009
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