A thought provoking article. The cut through observations about social media and brand affection are challenging. There will be exceptions such as sports brands (e.g. your football team), pressure groups, charities etc. In professional services it would also be worth considering if the affection is for the individual as opposed to the brand?
For there is a truth universally unacknowledged in the marketing world and it is this: no one gives a hoot about your brand. Hang on, you may say, what about Apple? People really like Apple. OK, customers may feel invested in the world’s most successful company. But how do you think they feel about Microsoft? The fact is we all buy stuff in hundreds of categories and are strongly attached to only a handful of brands. A recent study reported that among a brand’s fans, only .07% — that’s seven in ten thousand — ever engage with the brand’s Facebook posts. On Twitter the number is even lower — three in ten thousand. That’s why all social media platforms are pay-to-play now.