Brands that leave a mark
βLovemarks transcend brands. They deliver beyond your expectations of great performance. Like great brands, they sit on top of high levels of respect, but thereβs one big difference: Lovemarks inspire loyalty beyond reason.β
When I started my career, the book Lovemarks had just been released. The idea of creating such a strong emotional connection with consumers, to the point of making the brand irreplaceable, fascinated meβand still does. I can say without a doubt that it is the main reason why I am in this field. It is, by far, the aspect of marketing that excites me the most and makes me truly passionate. Making brands so close and connected to us, so desirable, that we become part of their tribe. When purpose becomes the most important thing, and selling becomes almost secondary. The desire to do things differently. To leave our mark. To have an impact and aspire to more than just generating profit for profitβs sake.
The concept of branded content emerged as a natural evolution of marketing in the society we live inβa response to the saturation of traditional advertising and the constant commercial overload that surrounds us, where we are bombarded with information daily. It gained strength with the rise of the internet and the boom of digital marketing, allowing brands to create narratives in formats such as videos, podcasts, events, or articles, focusing on the interests of their target audience.
A pioneering case is Red Bull, which revolutionized branded content by shifting its focus from directly selling the product to associating itself with sports and entertainment through engaging content and authentic experiences that go far beyond the energy drink. The most iconic example of this strategy is Red Bull Stratos, the stratospheric jump of Felix Baumgartner in 2012, where the 43-year-old Austrian skydiver jumped from a space capsule nearly 40 km above Earth, entering freefall and becoming the first human to travel faster than the speed of sound outside a vehicleβan event that gave life and eternal meaning to the slogan "Red Bull gives you wings."
After attending yesterdayβs 2nd edition of Branded Content Talks, organized by BCMA Portugal and Medialivre Boost Solutions, I bring other relevant and current national examples:
Mercedes-Benz Portugal, in partnership with Medialivre, launched a documentary series about respecting water and oceansβRespeito. This project goes far beyond promotional content; it is a narrative that highlights one of humanity's greatest challengesβthe preservation of natural resourcesβwhile reinforcing the brandβs positive impact on people and communities. Mercedes-Benz has used the power of branded content to raise awareness about this issue, something it has been working on for over 13 years: building an emotional connectionβaligned with its values of sustainability and social responsibilityβwith the ocean.
Dove is another brilliant example of how branded content can transform a brand into a lovemark. Twenty years ago, it launched the Real Beauty campaign, challenging traditional beauty standards and promoting a more inclusive and authentic vision. This campaign and the brandβs philosophy continue to make an impact, with various ongoing initiatives proving that its purpose goes far beyond selling personal care productsβit is about inspiring confidence and self-acceptance in women.
Betclic Group, with the Surfing Through the Odds campaign, captured the essence of resilience and courage through a powerful narrative. The documentary follows the story of young female surfers from the NGO SOMA Surf in SΓ£o TomΓ© and PrΓncipe, who seek empowerment through surfing in a still largely patriarchal and sexist society. This project was groundbreaking in representing Black women in surfingβsomething previously absent from stock image banksβproviding the necessary visibility to inspire others. In partnership with Shutterstock Studios, Betclic brought these stories to the world, making these women the first Black African surfers to be featured in a commercial image and video collection. This campaign deeply aligns with the brandβs values of overcoming challenges and determination.
Super Bock Group, always known for campaigns close to the public, strengthened its purpose as a brand that celebrates moments of connection and unity with campaigns like Por Tudo em Copos Limpos and more recently Can a Man and a Woman Be Just Friends?, which promotes friendship and breaks gender stereotypes.
Peugeot Portugal, with the From Kibera with Love project, created a mini-series that goes far beyond automobiles, focusing on supporting underprivileged communities. This initiative was born from a non-profit organization dedicated to helping vulnerable populations in Kibera, one of the largest slums in the world. Founded by Marta, who in 2012 participated in a volunteer program and decided to create a project to support disadvantaged children and their families, the initiative became a symbol of hope and transformation. By associating with this cause, Peugeot Portugal reinforced its commitment to creating a positive impact on society.
At a time when metrics, results, and sales are more crucial than ever, one of the biggest challenges in branded content is measuring results. Unlike traditional advertising campaigns, where metrics are easily quantifiable, branded content focuses on building an emotional connection and strengthening brand perception over time. Evaluating the success of these actions requires considering more qualitative factors, such as emotional engagement, audience resonance, and loyalty, demanding a more holistic approach. The true value of branded content often does not translate into immediate sales but rather in maintaining the brandβs relevance and emotional appeal, making its impact assessment an ongoing and multifaceted exercise.
Brand awareness is often sacrificed in favor of immediate objectives. However, it is awareness that ensures some brands endure in the minds and hearts of consumers while others are forgotten. We all crave more connection, more truth, more authenticity, more meaning, a greater purpose.
Branded content is the strategy that allows brands to deliver value through relevant contentβwhether informational, educational, or emotionalβas part of a long-term plan to build a meaningful relationship with consumers. Itβs about creating stories and experiences that resonate with the audience, allowing the brand to express itself authentically and consistently. Lovemarks, on the other hand, are the ultimate goalβbrands that go beyond commercial logic and create a deep emotional connection, inspiring loyalty beyond reason.
The true power of branded content lies in its ability to build a continuous narrative, with various relevant actions that touch multiple points of affinity with the audience, where the brand and consumers are connected and share values. It is not just about creating an impactful campaign but maintaining an authentic and constant presence in consumers' lives.
Branded content must have substance, share a purpose with the consumer, be relevant, and emotionally resonate with the audience, inspiring us and making us feel part of something greater.
When a brand consistently produces content that is authentic and aligned with its values, it starts to build an emotional relationship with consumers. Over time, this relationship can evolve into something deeper, transforming the brand into a lovemark. Ultimately, the goal is to create such a strong emotional bond that consumers become true brand advocatesβregardless of campaigns, products, or competitors. They choose the brand not out of necessity, but because they identify with it, because they feel part of its tribeβout of love.
