I put this idea out without a good explanation...Better now ?
- H1 = Head: its what you THINK about a brand or collection of brands, perhaps interested and aware of some more than others. This is dangerous territory for a brand - as on the journey to a choice the consumer can easily be swayed by logic, price, time, convenience, competition,out of stocks, bad service..... and all other sorts of everyday distraction.
- H2 = Heart: its how you FEEL about a brand...a huge step forward, because this is where you find the brands you love, those you simply cant live without...and lead you to.....
- H3 = Hands: its what you DO with your... money/wallet/purse/credit card/time/attention... And because your so loyal you cant really explain why you do what you do, you can't justify why you upgraded to the new IPhone model, why you have the ltd edition version of the coffee maker, why you payed $150 to see Sade. 3 nights in a row !....Well not in a rational way........Those,
unfortunately are symptoms of a #Lovemark as defined by Kevin Roberts work at Lovemarkscampus.com