How many brands can one person “love”?

In marketing, we talk about “brand love” all the time — well, some people do. 

But what’s the State of Brand Love in America?

A couple years ago, Upland Localytics did a simple survey of 1,000 adults to find out. Turns out, there’s no time for love, Dr. Jones.

They found that about half of people “love” 5 or fewer brands. 

And 1 in 5 “love” none. Zero. Zilch. Brands are fine, I guess. They get the job done. Or not.

A small group (5%) love over 20 brands. 

And remember: most Americans use well over 200 brands day-to-day. (Clothing, beauty, cleaning, food, tech, media, fun, toys, gaming, furniture, transport, yard, pets, kids, etc.) 

Caveats, of course: what does “love” even mean? Do people even remember all the brands they love for the survey? What about teens & tweens? And how the heck does “love” relate to buying — if at all??

 Nonetheless, some LESSONS:

🍊 Love is a battlefield.

🍊 Most people only have room in their hearts to love a few brands.

🍊 Assume the vast majority of people don’t love your brand. (ps: that’s ok!)

🍊 You can’t hurry love, no you’ll just have to wait.