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"Dominic Smith is a senior writer and content strategist for Rackspace Digital, the digital marketing infrastructure specialists.\r\n\r\n\r\n\r\nIn the age of experience-based marketing, some brands want us to do more than just buy their products. They want us to interact with them, to love them. Dan Wieden, legendary adman, described this desire for active participation when he said: &amp;quot;Brands are verbs. Nike exhorts. IBM solves. Sony dreams.&amp;quot; But there are few verbs more active and inspiring than \u201Clove.\u201D\r\n\r\nIn a recent survey by APCO Worldwide, analysts worked out how that love is expressed. They measured eight ways we interact with brands: understanding, approachability, relevance, admiration, curiosity, identification, empowerment, and pride.\u00A0It\u2019s hard to imagine a brand conveying all these things at once, though the world\u2019s most beloved brand\u2014Walt Disney\u2014probably comes close for a lot of people.\r\n\r\nWhile the same survey reveals that a third of the top 20 most-loved brands were born after the Internet came along, there are also plenty of brands like Heinz and Campbell\u2019s Soup that started the love fest in the 19th century.\r\n\r\nBelow is a look back at some of the iconic moments in brand love that paved the way for our current landscape of always-on, high engagement Digital Marketing.\r\n19th Century\r\n[caption id=&amp;quot;attachment_753657&amp;quot; align=&amp;quot;aligncenter&amp;quot; width=&amp;quot;364&amp;quot;] Image source: 1898 advertising poster on Wikipedia[/caption]\r\n\r\n1879: Harley Procter gets the inspiration\u00A0for his newly developed white soap while\u00A0attending church service: &amp;quot;All thy garments\u00A0smell of myrrh and aloes and cassia, out of the\u00A0ivory places whereby they have made thee\u00A0glad.&amp;quot; (Psalms 45:8). Ivory Soap goes on sale to\u00A0overwhelming success.\r\n\r\n1893-1896: H. J. Heinz introduces the pickle pin at\u00A0the Chicago World's Fair. It becomes one of the most\u00A0popular promotional pieces in the history of American\u00A0business. Later, Heinz turns more than 60 products\u00A0into '57 Varieties, the magic number and proof that odd\u00A0numbers are &amp;quot;stickier&amp;quot; than even numbers.\r\n20th Century\r\n\r\n1904: Campbell introduces the cherubic faces\u00A0of Campbell Kids \u2122 on trolley cars as a way to\u00A0appeal to working mothers. Soup sales soar.\r\n\r\n1923: Walt Disney signs a contract with M.J. Winkler to produce a series of Alice Comedies. The Disney Brothers Studio is born.\r\n\r\n1925: Burma-Shave promotes their brushless shaving cream by placing signs along the major roadways of America. The campaign helped Burma Shave become the 2nd biggest seller of shaving cream in the US until the 1950s.\r\n\r\n1929: \u201CThe Pause That Refreshes\u201D as a slogan for Coca-Cola first appeared in the Saturday Evening Post in 1929. The idea of taking time out to experience Coca-Cola refreshment is still part of Coke\u2019s current marketing.\r\n\r\n[caption id=&amp;quot;attachment_753661&amp;quot; align=&amp;quot;aligncenter&amp;quot; width=&amp;quot;353&amp;quot;] via Flickr/Joseph Bremson[/caption]\r\n\r\n1940s: Kellogg introduces the signature sound\u2014Snap! Crackle! Pop!\u2014for its iconic Rice Krispies. It affirms what millions of kids across America hear inside their cereal bowls.\r\n\r\n\r\n\r\n1955: The Marlboro Man is introduced in television commercials, depicting a cowboy alone in nature with a cigarette his only comfort. As a result of the commercial, Marlboro\u2019s market share rises from less than 1% to the fourth best-selling brand.\r\n\r\n1959: Volkswagen launches their legendary \u201CThink Small\u201D campaign for the VW Beetle, featuring mostly white space. The emphasis is on simplicity and minimalism and it positions VW as a global innovative brand.\r\n\r\n1963: Pepsi kicks off the cola wars with \u201CThe Pepsi Generation\u201D campaign. It rapidly takes a chunk out of Coke sales.\r\n\r\n1971: McDonald\u2019s launches its famous \u201CYou Deserve a Break Today\u201D campaign. The jingle still lives on for anyone alive during the 70s and 80s.\u00A0\r\n\r\n1980: Whole Foods Market opens in Austin with a small storefront, launching a brand that would go on to become one of the world\u2019s most beloved brands.\r\n\r\n\r\n\r\n1984: Apple Computer launches the Apple Macintosh personal computer with a controversial ad during the Super Bowl. People can\u2019t stop talking about it.\r\n\r\n1988: Nike exhorts and inspires us to get off the couch with their \u201CJust Do It\u201D campaign. It becomes one of the all-time most memorable slogans.\r\n\r\n1993: Got Milk? The California Dairy Board manages to get milk consumption to increase 7% in just one year with this much-imitated campaign. Who knew milk was a brand?\r\nThe Internet Age (so far)\r\n\r\n\r\n2004: Burger King creates an integrated marketing campaign around a character known as The Subservient Chicken for its TenderCrisp sandwich. The campaign goes viral and includes a website where visitors can command the chicken to bowl, tango, and show its teeth.\r\n\r\n\r\n\r\n2006: Dove releases its Evolution video online, a critical look at modern culture\u2019s obsession with external beauty, in support of the Dove Campaign for Real Beauty. The video receives 40,000 hits a day and 12,000,000 hits within the first year.\r\n\r\n\r\n\r\n2013: Netflix promotes the comeback season of Arrested Development with a multi-screen campaign that features a frozen banana stand plus fake emails and an audition reel from the show\u2019s aspiring thespian, Tobias Funke.\r\n\r\n\r\n\r\n2013: Chipotle launches its \u201CScarecrow\u201D video online as part of its \u201CFood with Integrity\u201D campaign. Many hail it as the most successful mobile marketing campaign ever.\r\n\r\nWhat iconic moments of brand love did we miss?"^^<http://www.w3.org/2001/XMLSchema#string>
<http://thenextweb.com/dd/2014/04/14/brief-history-brand-love-evolution-viral-advertisement/>