Fans or fans, why do you generate piques and discussions between consumers of rival brands?

Are you from Nesquik or are you from Cola-Cao? Never a simple question could generate so many problems and so many confrontations. Isn’t it that opting for one answer or the other is going to lead each side to lift barrels in the streets and face off in a pitched battle? although sometimes it gives the impression that the border with that is almost. Nesquik fans don’t get any better than the taste of this Nestlé preparation and its easy dissolution in milk (and they can’t understand who might want the lumps). For Cola-Cao fans, the quality of the Nutrexpa preparation (Idilia Foods, actually, since last January) is definitely superior and the lumps are the crucial element that makes the experience of drinking a glass of chocolate milk optimal. Neither tolerates the product that the other loves and they can get into a serious discussion singing the praises of their favorite product without making it too complicated. You don’t even have to wait for a popular Twitter account to ask the question. You just have to try to do it in a meeting with friends. Nesquik or Cola-Cao ?, you must ask. And the storm will break out.

The sociological game is not only an excuse for a living room entertainment but a way to quickly check and without spending a lot on research equipment a phenomenon in the relationship of list mobile phones companies saudi arabia with brands. And is that in some cases consumers have taken the step and have become not only fans but rather fans of the brands. Consumers themselves are ambassadors of the values ​​of the brands in question and are also the harshest critics of the failures that their competitors may show.

This is done, for example, by fans of Samsung and Apple, who are locked in an all-out war in which one quickly takes charge of blaming each other’s product failures. When a new product comes out of the company (join whichever of the two in question you fancy), their fans quickly take it upon themselves to advocate for the portfolio of their brand of choice and point out that they already had it before or that it what the others are getting is nothing more than a pale copy of what they have. And of course yours is always better.What makes consumers cross the line between being a fan and not being a fan? And how important is this to the brand?

Those consumers who defend your brand tooth and nail do so because for them both the company and the product are no longer simply a company and a product. For them they have become something more. Those products that they adore are like a religion, like a group to which they belong, like something of their own and close to them. For them, they are lovemarks.

How do you cross the line between being just any brand and being a lovemark? The process is not easy and few are the brands that succeed. Becoming a lovemark is a matter of hard work, although there are some traits that help make crossing the line between being a common brand and one loved by consumers easier. In the manual that Kevin Roberts, the expert who has coined the name of the phenomenon, has dedicated to the subject, a few characteristics that lovemarks must comply with are pointed out, although from the outset it is enough to remember that the norms of love for a brand are similar to those brands of love in the world outside of corporate relationships.


Brands have to tell good stories, they have to achieve the respect of consumers (and respect them), they have to transmit passion, they have to be able to generate mystery or they must reach the consumer through all the senses. And, furthermore, they should not forget that once the lovemark threshold is crossed, the brand ceases to be the exclusive property of the company and becomes a consumer’s own good.

For brands, these consumers are also a crucial element in reaching other consumers as these enthusiastic fans are actually brand evangelists . The fans are in charge of transmitting the messages in favor of the products, they are in charge of spreading their qualities and attracting new consumers to try the brand and stay with it.

Getting to have figures like these is one of the things that brands want and that they usually work on. The Evangelists are very powerful figures that reach De Phone Number and tend to have a high power of influence, while some brands have strategies for networking evangelists and other fichan prominent figures to become those disclosed to your brand.

But these fans have a much more important value than those that the brand can sign, since not only are they free for the company but their recommendations are much more valuable than those launched by the firms themselves and their own networks of evangelists. For other consumers, these fans are much more authentic and therefore their recommendations much less indisputable and doubtful. They trust them much more and give much more value to the messages they convey.

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