Consumer psychology

The job of a marketer is to make a brand attractive enough for the consumer to buy it. In Brian Sheehan words “marketers need to make customers fall in love with the brand“. In order to do that they have to look very carefully to consumer psychology premises. There are four psychological processes that influence consumer response to the marketing stimuli: motivation, perception, learning and memory.
Further explanation on consumer psychology (number 2)

In the article Will customers fall in love with your brand? it is talked about how brands try to create emotional links with their consumers.
The companies able to create these bonds will be called lovemarks. Lovemarks are more frequently used by consumers that other ones. IN order to make your brand a lovemarks you need to follow four steps:

1. Discover the truth about your business
2. Exploring your consumers
3. Get inspired in order to reach the most creative ideas
4. Attracting consumers participation.

With these four steps you will achieve the goal. But it is a need to stop thinking about this process as just a means to and end (selling) because when setting a lovemark the process can not be cynical.

In the article it is also mentioned that there is an ethical dilema. It comes when you value your product, because the love you are trying to create has to be deserved by the quality of the product. 

After creating the “love“ for your brand you can maintain it with a slogan for decades as long as it shows the core of the connection between both sides (consumers and brand). A clear example is Nike and their famous quote “Just do it “