LOVED BRANDS BY LIEBESKIND – my new series of articles starting in April 2022!

As a brand enthusiast at heart?I?had this?idea?in mind?for?quite a while: Writing an article series about my?loved brands that play an important role in my life. I want to share personal insights why these brands enrich my live and?what?made me?a fan of them. Why do I prefer a certain brand over the other? How does a brand thrill me and really create an emotional bond? What does it take for a brand to earn my loyalty? These are exactly the kind of questions I ask myself when I develop a brand as a brand strategist and now I wanna reflect on these questions for my own love brands.

My very first love brands

Since my childhood I have been fascinated and attracted by brands. It all started with my first adidas football boots at the age of eight, which my father bought me at the adidas outlet store in the neighbouring town Herzogenaurach – the birth place of adidas and the location of their headquarters until today. Visiting their outlet store and seeing all these awesome products was always like?paradise for me. Every time we got there I asked for stickers and soon the adidas logo was all over my place – on my door, walls, wardrobe, my schoolbooks and my skateboard. When I got my new BMX in 1984 the number plate of my bike and the front of my full face helmet had to be decorated with a BMW logo sticker, because I was a huge fan of Gaston Rahier who won the Paris–Dakar Rally in 1984 and 1985 on the legendary BMW R 80 GS motorcycle. Entering high school at the age of 11 Benetton became one of the hottest clothing brands for a while and a bit later elho Freestyle was my brand of choice for crazy skiwear in?bright neon colors. My youth was also shaped by Tamiya – the leading brand from Japan for?remote-controlled?model?cars in the 80s.

What characterizes a love brand for me?

Love?brands are trusted companions for my passions and purpose made. These brands are my first choice because I can identify with their brand image for 100% and their values reflect my attitude and lifestyle. Love brands always deliver on their brand promise and they create products with design excellence and technological superiority that justify a higher price. That is why I put more time and effort into finding and getting my desired product, if necessary. I follow these brands and their fascinating stories on all media channels and I recommend them with a good feeling on any occasion to my friends and peers. I love these brands for a reason and emotional connection?always plays an important role. Love brands are unreasonable somehow and cannot be explained rationally. Why else would you buy a mountainbike for 7000€ or a t-shirt for 60€?

What kind of brands I will introduce

Many of my loved brands are?related to sport – but not only. Some of them are familiar to everyone of you for sure and some others might be known?only to insiders. Some brands are big with hundreds of employees all over the globe, some are small with a more local background. Some have expensive products with a long lifecycle and some have consumer goods that are bought every week or month. So there should be something interesting for every brand enthusiast of you. I would be more than happy if you like my brand stories and contribute with your feedback or comments.?Stay tuned for the first episode in April about one of my all time favorite German love brands??????????

#lovebrands #brandmanagement #brandattraction #lovedbrands