There are many attributes that brand owners tend to instill in their brands.

But the one brand attribute that beats all others is the attribute of being lovable.

All week, I’ve been talking about brands like Airbus, Slack, Amazon, etc. that have been pouring out and demonstrating love for their people. 

The most indispensable brands (typically the ones that are the last to be unsubscribed from even during a recession), are almost always the most lovable brands as well.

Being lovable is the best way for your people to love your brand. How much simpler can that be? 

Yet we often hope to be the most loved brand by offering people the best product ever.