Brand lust is what you might call the honeymoon phase. It’s the short-term excitement that customers feel towards your product or service—often triggered by loud, creative and flashy marketing campaigns, promotions, or viral trends. While lust is a great way to capture immediate attention, the attachment is fleeting, and customers can quickly move on when the allure fades.

Signs of brand lust:

• Customers are drawn to your brand because of discounts, exclusive launches, or fad appeal.
• Engagement spikes during promotions but dwindles immediately after.
• Purchases are made from curiosity rather than commitment.

Why lust alone isn't enough

While lust can drive sales and boost brand visibility in the short term, it doesn’t guarantee long-term success. Brands that focus only on generating lust risk falling into the trap of constantly chasing the next "big thing" to stay relevant. This strategy is not only exhausting but also unsustainable.

Brand love, on the other hand, is a deep emotional connection rooted in trust, consistency, and shared values. It isn't about one-off sales or fleeting trends—it’s about creating a bond so strong that customers actively choose your brand over competitors, even when a cheaper or ‘trendier’ option is available.

Signs of brand love:

• Customers repeatedly choose your brand, even when promotions aren't running.
• There’s active advocacy, with buyers recommending your products to their network.
• Feedback shows trust and emotional resonance with your values or story.

Why brand love matters

Brands that build love enjoy greater stability, higher lifetime customer value, and resilience during economic downturns. Think of brands like Apple, Nike, and Starbucks—their customers aren't just buying products; they're buying into an identity, a community, and a consistent experience.

The best strategy for long-term success is to transform those fleeting, lustful encounters into meaningful relationships. Here’s how marketers can make the shift from brand lust to brand love:

Example: Kiehl’s

Kiehl’s is the perfect example of how consistent brand experiences can foster loyalty and trust. By combining heritage, personalisation, and community-driven engagement, they’ve built a brand that customers keep coming back to.

Kiehl’s pays homage to its apothecary roots with vintage-inspired branding, packaging, and even their signature Mr. Bones mascot. Whether you're in-store or online, the scientific product explanations and historical references create a sense of trust and familiarity. Their retail stores feature a signature apothecary aesthetic with lab-inspired visuals and skincare education stations. This mirrors the digital experience, which offers virtual consultations and skincare diagnostics—ensuring customers receive the same high-quality service everywhere.

Example: Vitality

Full disclosure, I’m not a massive fan of how Vitality articulates its brand visually, but I do think their model is interesting and does a great job of offering genuine, long-term value to its customers rather than relying on ad-hoc sales and promotions. Through its unique reward-based insurance model, Vitality encourages healthier lifestyles by offering incentives such as discounted gym memberships, free cinema tickets, and cashback on healthy purchases. Customers are rewarded not just for signing up but for actively making healthier choices, reinforcing a mutually beneficial relationship rather than a purely transactional one. By integrating well-being into its core offering, Vitality builds lasting brand loyalty, proving that true customer value comes from ongoing support, not just short-term deals.

We’ve recently set up Vitality private healthcare for all our colleagues at EDNA, and it’s been really successful with the rewards/incentives being a weekly talking point in the studio – particularly the free coffee.

Example: Outsiders Store

I’ve spent far too much £££ here over the years. For a number of years Outsiders Store has run ‘First Camp’—an event designed to connect its loyal customers to the brands it sells in a meaningful 'real world' way.

First Camp isn’t just an event—it’s a movement. Last year’s weekend gathering brought like-minded outdoor enthusiasts together for a shared experience of adventure, community, and discovery. By curating authentic, relevant experiences that go beyond retail, Outsiders Store strengthens its bond with customers, transforming them from shoppers into a passionate community that truly loves the brand. That reminds me I need to get my ticket ordered for next year.

Example: Timpson

Timpson for me is a standout UK brand built on authentic values that go beyond just customer service and really stand behind what they believe in. Known for its key cutting, shoe repairs, and watch services, Timpson has a unique "upside-down" management approach, giving employees full autonomy to make decisions in-store. This trust-driven culture fosters exceptional service and genuine human connections. Their commitment to hiring ex-offenders—with over 10% of their workforce coming from prison rehabilitation programs—proves they don’t just talk about second chances; they actively create them. This ethical approach, combined with their people-first mentality, resonates deeply with customers, turning everyday transactions into long-term brand loyalty

Example: Rapha RCC

Ok, there had to be at least one cycling brand in here… when Rapha launched RCC (Rapha Cycling Club) it was quite controversial at least in the UK where there’s an existing cycling club culture. I’m not a member or plan to be for this reason, but from a global brand perspective I think it’s been a great move — RCC has built fiercely loyal community of brand advocates across the world.

RCC offers cyclists not only a chance to connect with like-minded individuals but also a wealth of benefits such as discounted kits, access to exclusive trips and events, and the ability to hire bikes from Rapha stores. Members in turn become passionate brand advocates, representing the brand in local communities and amplifying its ethos. Creating a sense of belonging for its members (particularly in areas in which the cycling community isn’t well represented) and offering tangible rewards.

While of course brand love is the ultimate goal, brand lust shouldn’t be ignored entirely. The excitement of lust can act as a gateway to love. For example, a viral campaign or limited-edition product can bring customers in, but the real magic happens when you seize the opportunity to build a deeper connection.

Whether you're crafting marketing campaigns or fine-tuning your brand strategy, always ask yourself—are you focused on sparking lust, or are you laying the groundwork for love? The choice between fleeting excitement and lasting connection can define the future of your brand. Build with intention, focus on the long term, and remember that in the world of branding, love always wins.