Chapter 8: The Importance of Warmth in Brand Design

In 1983, Unilever introduced the Snuggle brand of laundry detergent. Although it was a quality product sold at a competitive price point, it was successful because ‘Snuggle Bear snuggled his way into the hearts of millions’ [32]. In other words, the new detergent was able to develop a loyal customer base in an intensely competitive product category because its brand design promoted a strong emotional connection. In particular, Snuggle was designed to be a warm brand – that is, to be perceived as a friendly and caring partner in a relationship.

Southwest Airlines has built a similarly strong brand by focusing on warmth. The company's stock symbol is LUV, its logo includes a heart, and co-workers are co-hearts [46]. The company's stated mission is a ‘dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit’ [49]. That focus on warm customer relationships has elevated Southwest as one of the world's most profitable airlines in a notoriously unprofitable industry.