A brand is not just a logo or a product. It is a promise, an idea, a conviction – an identity that goes far beyond the superficial. In a world where thousands of messages vie for attention, it is the brand that makes the difference. A strong brand can not only convince customers, but also touch them - and it can even be loved.

It is its attitude. The attitude is the backbone that holds everything together – the vision, the mission, the values. It is the foundation on which the brand rests and from which it radiates to the world. A clear attitude means that the brand knows what it stands for. It is a position that not only exists in theory, but is lived in practice – in every product, in every decision, in every word.

A strong brand can become a Love Brand – a brand that is not only chosen rationally, but conquers the hearts of its customers.

It is the ability to build an emotional connection that goes beyond mere product and service offerings. It is the feeling that the brand evokes, the experiences it creates and the community it forms.

Apple is such a brand. It surrounds its products with an aura of exclusivity and innovation - customers are not just buyers, but fans. Customers who flock to Apple Stores with shining eyes are part of a global community connected by their passion for design and technology. The introduction of new products is almost like a religious experience, a celebration that further strengthens the bond between brand and customer.

But it's not just the product or the attitude that makes a brand a Love Brand. It's the way it engages and activates its community. A true Love Brand understands that its community is its most valuable asset. It promotes exchanges, creates platforms for dialogues and lets the customers participate – not just as consumers, but as contributors. Co-creation becomes the new norm. Customers are not only allowed to be there, they are allowed to co-create.

The brand LEGO has managed to connect its colorful bricks with such magic and creativity that the customers are not just consumers, but passionate co-creators. Enthusiastically, they immerse themselves in the LEGO worlds, becoming part of a global community. LEGO masterfully nurtures this community by viewing them not only as consumers, but as creative partners. The creation of new sets and platforms like LEGO Ideas strengthens the deep connection between brand and fans.

A Love Brand is never static, it is dynamic, alive – and its community is the pulse. The emotional experiences it creates do not only stay in minds, but in hearts. Whether it's special events, limited editions or simply the way the brand speaks to its customers – everything contributes to making people feel part of something.

In a world where competition is no longer decided solely by products, but by identity and belonging, the community becomes the driving force. It carries the brand, it is the voice that carries the brand's values into the world, and it is the heart that keeps the brand pulsating.

The path to becoming a Love Brand is not a sprint, but a marathon. It begins with a clear attitude and leads through the creation of deep, emotional connections.

But at the end of this path, more than just success awaits. Loyalty awaits, long-lasting love awaits – and a sustainable brand that is more than just a name, more than just a product. It is part of people's lives, inseparably connected with their beliefs, values and dreams. And therein lies the true strength of Love Brands.

In the age of purpose-driven marketing, there is a growing danger of arrogance, reflected in the idea that only certain purposes or attitudes are considered “right” or “valuable.” It is often implied that only big, global issues like sustainability or social justice should be seen as true purpose drivers, while other, more individual purposes are devalued. This one-sided view can ignore the diversity of needs and values of different communities. Every community has its own priorities and challenges, and their purposes are just as significant and valuable. A purpose does not always have to be a grand mission or a world-changing goal to be authentic and effective. Instead, a brand should recognize that different target groups have different attitudes and needs that fit their own identity and life context. 

The challenge for brands is to develop their own attitude that fits them, is authentic, and can therefore be coherently lived - without clinging to an ostensibly universal “higher” mission.

BREITETIEFE focuses in brand work on the heart of every brand: the Brand Soul, the brand narrative and the target groups - we turn them into a loving community - and write tellable love stories.

We see ourselves as companions of brands and companies. The brand and strategy team at BREITETIEFE takes on the task of making brands and companies future-proof. A great challenge, which we tackle with great fascination, dedication and indeed also love for the subject of brand. 

We have always dealt with big and small brands, with ubiquitous B2C brands and also B2B brands completely unknown in the end consumer market from countless industries.

Through our experience, we have developed a brand process over the years that allows us to capture brand content collaboratively with our customers, understand them, work out values and motivations, define the target groups, grasp their needs, values, and behaviors, in order to create the perfect match between brand and market through communication in all its facets.

When I think about it: at BREITETIEFE we are something like novelists: We tell Love Brand stories that move.   

Ti Amo ❤️ Hanna