Blog Header
The Insights Blog

Dedicated To Helping Readers
Be More Interesting
Since 2004.

As Featured In:

Do You Know Someone Who Loves Your Brand?

For years in the automotive industry, marketers have known that getting someone to actually purchase a car depends on much more than the features and latest gadgetry. No one buys a car solely for the face detection alert software – though certainly something like that can influence the decision. What really sells those cars, though, is a person's prior experience with a brand and the opinion of others that they trust when it comes to experiences with the car or brand. Word of mouth and prior experience, those are at the top of the list.

Unfortunately, we don't often see automotive advertising and marketing focused on these two things. It's tough when each new campaign is for a different car, and time is limited to make the sale. With Honda's new campaign, however, they are squarely targeting consumers with perhaps their most formidable asset … their reputation. The new campaign has a tagline presumably inspired by overhearing consumers talk about Hondas: "everyone knows someone who loves a Honda."

At the end of the ad, they direct you to a Facebook fan page instead of a campaign landing page and invite people to help "connect the world through Honda love." To date, over 133,000 people have accepted the challenge. 

IMB_Honda_FBCampaign
Honda isn't the only automotive brand that could have done this. People love many different types of cars – the problem is that so often it is easy to focus on the car itself and not the affinity customers have with the underlying brand. With this effort, Honda manages to remind us that by getting people to declare their love for a brand you are not only reminding them of what they love about your products, you'll also get them to raise their hands among their social network as an advocate who could influence their connections as well.

7 thoughts on “Do You Know Someone Who Loves Your Brand?”

  1. Hi Rohit:

    Turns out this is a radical idea in the world of automotive marketing. It acknowledges that this is not a ship-and-forget world, and your best brand advocates might just be the people who already own your product. (If not, you might rethink your product.)

    We did something very similar with BSSP for Mini USA a couple of years ago – case study here:

    https://tinyurl.com/6oc4rl

    Though perhaps frightening for traditional marketers, “what would happen if you let your advocates speak for you” is a really interesting question to answer.

    Would you rather go to a campaign landing page or a community of people who already know the product??

    Tom O’Brien
    MotiveQuest LLC

    Reply
  2. Sorry Honda, You won´t get love by saying the word “love”. i wonder what kind of marketers who stand behind the love epidemic… Love is gained through great products and services, beautiful customer care and consistency etc. To just put a heart in your ad or say “love” is not enough… You need to GIVE love, not only ask for it. Act love, not talk love.

    Carolin Dahlman
    The Love Group, http://www.love-branding.com

    Reply
  3. I disagree with the comment that only Honda could have done this. I worked on the Saturn business and they have (I suppose we can now say had) a long legacy of differentiating their brand from GM and creating brand loyalists who love their Saturns. Long before Honda’s Facebook campaign existed sites like Saturn Fans (www.saturnfans.com) that allowed owners to come together and share their love of their Saturns.

    Reply
  4. Sorry I misread the post in that it said “Honda isn’t the only automotive that could have done this”. Besides my comments about Saturn, I would say there’s a huge affinity behind many vehicles such as Minicooper.

    Reply

Leave a Comment

Vector Smart Object

About Rohit

A keynote speaker on trends, innovation, marketing, storytelling and diversity.

Rohit Bhargava is on a mission to inspire more non-obvious thinking in the world. He is the #1 Wall Street Journal and USA Today bestselling author of eight books and is widely considered one of the most entertaining and original speakers on disruption, trends and marketing in the world.

Rohit has been invited to keynote events in 32 countries … and over the past year, given more than 100 virtual talks from his home studio. He previously spent 15 years as a marketing strategist at Ogilvy and Leo Burnett and also teaches marketing and storytelling as an adjunct professor at Georgetown University.

He loves the Olympics, actively hates cauliflower and is a proud dad of boys.

Rohit Bhargava About (1)

Speaking

Do you need a speaker that can help your audience be more innovative and anticipate the future?

For more than a decade, Rohit Bhargava has been inspiring audiences at NASA, Disney, Schwab, Microsoft, SXSW, Coca-Cola and hundreds of other clients with his signature non-obvious keynote presentations. He is a master at weaving recent stories into his talks in a way that helps audiences better understand the world today, while also preparing to lead the future.

Non Obvious Insights
Layer 97
Non Obvious Insights Newsletter
Layer 118

Skip the obvious and anticipate the future with our weekly newsletter. Join over 25,000 subscribers and start receiving the stories (and insights) you’ve been missing.

Books

#1 WSJ & USAToday Bestselling Author

Rohit is the author of 8 books on trends, the future of business, building a more human brand with storytelling and how to create a more diverse and inclusive world.

Vector Smart Object

Contact

Have a Question or Inquiry?

Just fill out this form, and we’ll get back to you within 24 hours!

About You

What Are You Contacting Us About*:

Your Message