Lara Kretler’s blog

I love talking about and working with social media, but I always stress that it’s not a magic bullet. Social strategies, tools and tactics are not right for every company or brand. If your products are just okay – or if your products are great but your customer service is lacking - then social media may not be for you. Social media is fantastic for products and brands that instill passion in people, but I don’t think social media itself can make people feel passion for your brand. That spark has to be there to begin with.

Thinking about brands and passion makes me think of Jared - aka the Galleria of Jewelry. I have a love affair going with this jewelry store brand that is entirely the creation of my husband. Because of the meaningful gifts he has given me from Jared’s over the years, and enabled in part by their distinctive, immediately identifiable packaging and gift wrap, I have developed a level of passion for the Jared brand that is almost unmatched. I literally have a visceral, emotional reaction any time I am presented with a  box or bag from that place – I absolutely lose it!

My passion for Jared jewelry is not something that has happened because of advertising, PR or social media. Heck, I’m not even a jewelry person for the most part! Instead, it’s because I have the best husband in the world. He should probably be on Jared’s payroll – he is an incredibly powerful influencer for their brand. It all started three years ago – we were packing for our wedding trip to the Turks and Caicos Islands when he realized that he may not be able to take a gift-wrapped box through security at the airport. That’s when I got my first Jared box – the medium sized one. Inside was a beautiful bracelet hubby (to be) had bought to match my wedding rings. It was totally unexpected and I was blown away by his thoughtfulness and generosity. That’s when my passion for the Jared brand and their little white leather boxes began.

Fast forward a year or so to my birthday, when hubby presented me with a large box he had gift-wrapped himself to throw me off the trail. It was about the size and weight of a box of chocolates, but when I tore off the paper I instantly saw that white leather box and began to hyperventilate while he laughed. Inside was a gorgeous Venetian glass pendant, one of my favorite pieces of jewelry that I have ever owned. Once again the Jared brand was close at hand as the happy memories and tender moments continued to add up, embodied in that now-familiar box.

That brings us to the present day, when recently this amazing man surprised me for absolutely no reason with a Jared’s bag… inside of which were not one but two small white leather boxes. Imagine my surprise, and hubby’s as well, when I dissolved into tears on sight. The surprise plus the familiar boxes plus the fact that there were two of them - well, it was all a bit much. The passion overwhelmed me, and I wept while hubby again chuckled at my unexpected reaction. The boxes contained two pairs of earrings each more gorgeous than the last – he couldn’t decide between two pairs so he got me both – and my lovemark with the Jared brand reached its all-time high.

So, what does all this passion for a jewelry brand have to do with social media? Simply that I think they are missing an opportunity to tap into all of this emotion. Imagine the terrific social media campaign Jared could do around great husbands like mine or grateful gift recipients like me. A cool Facebook page on its own probably isn’t enough to instill passion in someone, but when a terrific brand has a Facebook page? Those friends will add up fast, word of mouth will spread, conversations will happen and the brand will see results.

What do you think – do you disagree or disagree? Do you think brands can develop passionate, emotional connections with consumers based on social media alone? And is there a brand about which you feel especially passionate?