Branding and Lovemarks

Yesterday, I reached for a Redbull in the corner store. I needed something to pick me up since it was warm and I needed a boost before a KEY meeting. Jim Carrey’s Redbull Rant may have had something to do with it.

When I went to open the can, I noted the Redbull logo cut right into the tab on the can.  That did get me thinking…I was I about to unleash something wild, unpredictable and potentially dangerous? Were the bulls of Pompeii just around the corner? In truth, I was walking into a pretty important pitch meeting to a potential business partner. Drinking down my Redbull did give me a boost and a devil may dare attitude – just what I needed! In this case, I really did connect with the brand…and the meeting went great!

I tip my hat to Redbull – this is clever branding. Kevin Roberts penned a fantastic book coined the future beyond brands (Lovemarks). A key quote from the book truly reinforces the essence of what we are doing at WhyHire.Me.

“Lovemarks of this new century will be the brands and businesses that create emotional connections with the communities and networks they live in.”

I could not have said this more eloquently. WhyHire.Me is all about creating emotional connections with ones buyers…in this case, hiring managers. Our program is all about teaching students how to develop their online presence and underlying brand as they develop their potential through post-secondary education. The end game is all about establishing an emotional connection – this is the essence of personal branding.