Monday, January 26, 2009

Love and Hate

I’m sometimes asked, “If Lovemarks are the things that people love, are there Hatemarks too?” My response has always been "not for me", and why do you want to go there anyway? Some brands (and people) are keen to polarize: you’re for me or you’re against me. That’s not what I believe. Personally I believe in fame through popularity, not controversy.

But if you’ve got Lovemarks, some people reckon there have got to be Hatemarks as well. There’s even a logo out there on the Web for Hatemarks that mirrors the type we have used for Lovemarks. They really do need to get out more. Google can tell us whether Lovemarks or Hatemarks attract the most attention, and it’s "Lovemarks" by a landslide. "Hatemarks" = 755 results. "Lovemarks" = 150,000.

There’s always been a tension between love and hate. A tension that romantic drama, for example, thrives on. The guy the heroine dislikes most, he’s the guy. It worked in Pride and Prejudice, and works still. Science is now discovering that the distance between love and hate may not be as big as we have always imagined. Neurobiologists at the University College London claim to have discovered what they call a 'Hate Circuit' which is activated by love as well as by hate. Although their study is based on work with just a few people, they do offer useful insight into the place of reason in love and in hate. They argue that in relation to brain activity, hate uses more of our rationality than love does. Large parts of our reason are deactivated in some way when we love. In other words, love is more emotional than hate so when you have a love/hate relationship with anything, it’s probably a certainty that love will be the decider.


yvette.bowlin said...

Interesting topic, Kevin. Especially how science plays a role.

If love is the decider, then is the winner of the brand-war always the Lovemark? Is that to say that the brands people avoid are the brands they "hate"?

Why deduce it down to hate? There are those brands that don't catch your eye, and you therefore "pass up." I think it's rare that someone hates a brand--maybe they have an issue with the brand's values and therefore won't purchase a product from that company...but hate?

The "love" goes to the attractive brand, the less expensive one, the more convenient one (the list goes on). It's a fickle world...

O Rei De said...

This duality makes me think of the impact on our world since it is, if all hate "bad, evil" had been love "good" instead!

Would advertising be the same... Would advertising exist?

Like I said, your topic is too close of this idea I have not to share...

Eva said...

I've heard that the opposite of Love is Apathy.

Both Love and Hate are intense, passionate emotions.

Apathy is lack of emotion, indifference.

If the message evokes either love or hate, it's going to be memorable either way.

If the message doesn't stir an emotional reaction at all, it will promptly be forgotten.

psyche said...

if something comes from love, i think you feel uplifted, respected, full of self esteem.

i'm not sure about all of the scientific research but i think it's subjective.

there is a protective element to love, we nurture it.

but being human we feel different emotions and that's the way we are, love is one of those things like the meaning of life, we talk about it, we discuss it but it's an ideal and each person's ideal is different.

love respects life, so i guess if someone doesn't respect our existence then we know that we're not loved.