What do "lovebrands" and U2 have in common? Don't ask Audi!

A reunion, a coffee and some long overdue catch up today prompted some discussion into my last post on "obsessive branding disorder", I believe "nothing new" was the general comment thrown around. So in response, I have decided to explore this branding issue further (like I said, this was bound to get some lip service). Instead of going on and boring you with my opinion on brand, I want to bore you with some passionate rant on how companies might develop a lovebrand. Some of you companies out there take note, your 4 rings won't hold you up forever, this is the market talking. Its all good and well to say "let's create a lovebrand", but spending squillions on advertising that is a sorry excuse for creative won't do it. The people behind the brand need to step up to the plate and be prepared to truly lead this discerning community of ours and deliver something far greater than a stylishly engineered lemon! Improve our lives, change our lives, connect with our beliefs...take a lesson from U2. Our discerning nature has been fuelled by our growing resourcefulness and apetite for information, it's access beyond belief; so much so that our daily lives continue to receive emails on our blackberries deep into the night, information ready and waiting for us to use for whatever the fuck we want. Aside from all this knowledge though, we are still human and are continuously in search for people with character who will help us form opinions, lead our inquisitive nature and question old principles. U2, Bono and many other modern day poets offer belief through their craft and we hang off their every note. Why can't business take this same approach? Why don't more business' offer insight and attitude I want to be part of? Here's a big clue right here companies, to create a lovebrand, you all need to buy a pair of "Flies-eyes" sunnies like Bono and see the world differently. Like most of the people close to me, I am willing to take brands to the heart, so long as they offer something true to my beliefs. But don't be fooled companies, we are discerning, cynical, judgemental and very particular. We won't like something purely because mum and dad have spent their whole lives mindlessly advocating! This is a time of information and lots of it, www.whateverthehellyouwant/butnotAudi is at our fingertips and we'll put everything you offer on trial and if you treat me like a clueless car owner, then we'll hyperlink your ass to oblivion. Belief is a wonderful thing (just look at Steve Jobs), we all want to put ours to something, give this to us, link us to others who share the same views or problems, give us product and services others can't disprove and you just might see some love to your brand!