{"id":2041,"date":"2026-11-02T10:31:39","date_gmt":"2026-11-02T10:31:39","guid":{"rendered":"https:\/\/thomas-daamen.de\/?p=2041"},"modified":"2026-11-02T16:27:38","modified_gmt":"2026-11-02T16:27:38","slug":"liebe-entsteht-im-glas-nicht-auf-dem-plakat","status":"publish","type":"post","link":"https:\/\/thomas-daamen.de\/en\/liebe-entsteht-im-glas-nicht-auf-dem-plakat\/","title":{"rendered":"\u201cI do not believe anymore in love\u201d: Love Is Made in the Glass, Not on the Billboard"},"content":{"rendered":"

02.11.2026<\/p>\n

\u201cI do not believe anymore in love<\/a>\u201d \u2013 says, of all people, the chief marketer of Coca-Cola, the brand that for two decades made brand love the central metric of its marketing. Manolo Arroyo is not giving up on love, but on the love of those who never drink. Millions of people insist they love Coca-Cola. They proudly wear the T-shirt. And never reach for the bottle. That is why Coca-Cola now counts its \u201ctotal consumer base\u201d: the people who actually drink. Love, says Arroyo, \u201cfollows the behavior.\u201d<\/p>\n

Marketing expert and keynote speaker Thomas Daamen, whose talk \u201cTogether \u2013 From Zero to Love Brand\u201d covers brand leadership and brand strategy of Love Brands at annual kickoffs and kick-off events<\/a>, puts it in a nutshell: love is made not on the billboard but in the glass. Communication creates an expectation. Recommendations and stories from friends reinforce it. It is only fulfilled in the moment of consumption. And there, the bond does not form all at once but again and again: every moment in which the brand keeps its promise deepens the relationship and leads to the next. \u201cA Love Brand is not built on theory but on repeated experience,\u201d says Daamen. Those who never consume are enthusiastic about an idea. Daamen knows the pattern from concept tests: ideas that consumers find wonderful and that nobody buys anyway. Love Brands are brands that people don\u2019t just buy, but love. Without the purchase, a beloved brand remains an art project in a corporate context \u2013 an insight that belongs at every sales conference. That is why Arroyo hits the mark with consumption occasions: whoever deliberately claims Halloween for Fanta creates the moments in which a brand has to prove itself.<\/p>\n

Aperol led the way. Daamen helped shape the brand for several years in a position of responsibility. The love did not come from a campaign alone, but from the aperitivo moment: people come together and find an expectation fulfilled that images, recommendations and stories had raised. The repeated moment became a ritual. Marketing science backs the behavioral side: the Ehrenberg-Bass Institute<\/a> shows, based on decades of purchase data, that brands only grow sustainably when their buyer base grows. For Daamen, the two belong together: communication builds the promise. The moment of consumption delivers on it. And only the people who actually consume turn affection into a Love Brand.<\/p>\n

\u201cA brand is not loved because it promises something, but because it delivers it in the glass,\u201d says Daamen.<\/p>\n

Image credit: Photo: Vitaly Gariev \/ Unsplash
This article also appeared on openPR<\/a> .<\/p>\n

Back<\/a><\/p>\n

\n

About Thomas Daamen<\/p>\n

Thomas Daamen is a marketing expert and keynote speaker from Munich. For more than 20 years he has led and sold brands in the consumer goods industry, from 2017 to 2021 as Marketing Director of Campari Germany, responsible for Aperol, among other brands. His topic is Love Brand Building: how a brand becomes one that people don\u2019t just buy, but love. He speaks about this at annual kickoffs, sales conferences and leadership events \u2013 and about what motivates teams for a brand.<\/p>\n

Send inquiry<\/a><\/p>\n<\/div>\n

More Love Brand Insights<\/h2>
\"Standbild<\/span>Aldi S\u00fcd and the Monsters: Simplicity Is Honesty<\/span><\/a>\"Kampagnenmotiv<\/span>\u201cWer hat\u2019s erfunden?\u201d: Ricola Reclaims Its Brand Capital<\/span><\/a>\"Pressefoto<\/span>\u201cPimp my Penny\u201d: The punchline is printed on the receipt<\/span><\/a>\"Innenansicht<\/span>$60 or $3.99? Two brands that understood their customers<\/span><\/a>\"Jubil\u00e4umsbuch<\/span>Marketing f\u00fcr\u2019n Arsch? What true fruits Reveals About Real Love Brands<\/span><\/a>\"Thomas<\/span>Attitude beats content \u2013 for voices and brands alike<\/span><\/a>\"Mann<\/span>Rufus & the Premium Brands Week: The \u201cPersonal Assistant\u201d Becomes a Digital Bouncer<\/span><\/a>\"Neonschild<\/span>From Stream to Shelf: How the Iconic Square Makes Music Tangible Again<\/span><\/a>\"Moderne<\/span>Secondhand Love or Strategic Surrender? Sustainability as the New Currency for Love Brands<\/span><\/a>\"Social-Media-Apps<\/span>Addiction or Longing? Real Brand Strength Needs No Neurological Traps<\/span><\/a>\"Leuchtschrift<\/span>Knighted by Theft: When a Truckload of Hand Soap Proves Brand Value<\/span><\/a>\"Illustration<\/span>Why Real Winners Don\u2019t Bet on Safety \u2014 but on Deciding<\/span><\/a>\"Buchstabensteine<\/span>Why \u201cMelania\u201d Is a Lesson in Strategic Marketing<\/span><\/a>\"Standbild<\/span>Aldi S\u00fcd and the Monsters: Simplicity Is Honesty<\/span><\/a>\"Kampagnenmotiv<\/span>\u201cWer hat\u2019s erfunden?\u201d: Ricola Reclaims Its Brand Capital<\/span><\/a>\"Pressefoto<\/span>\u201cPimp my Penny\u201d: The punchline is printed on the receipt<\/span><\/a>\"Innenansicht<\/span>$60 or $3.99? Two brands that understood their customers<\/span><\/a>\"Jubil\u00e4umsbuch<\/span>Marketing f\u00fcr\u2019n Arsch? What true fruits Reveals About Real Love Brands<\/span><\/a>\"Thomas<\/span>Attitude beats content \u2013 for voices and brands alike<\/span><\/a>\"Mann<\/span>Rufus & the Premium Brands Week: The \u201cPersonal Assistant\u201d Becomes a Digital Bouncer<\/span><\/a>\"Neonschild<\/span>From Stream to Shelf: How the Iconic Square Makes Music Tangible Again<\/span><\/a>\"Moderne<\/span>Secondhand Love or Strategic Surrender? Sustainability as the New Currency for Love Brands<\/span><\/a>\"Social-Media-Apps<\/span>Addiction or Longing? Real Brand Strength Needs No Neurological Traps<\/span><\/a>\"Leuchtschrift<\/span>Knighted by Theft: When a Truckload of Hand Soap Proves Brand Value<\/span><\/a>\"Illustration<\/span>Why Real Winners Don\u2019t Bet on Safety \u2014 but on Deciding<\/span><\/a>\"Buchstabensteine<\/span>Why \u201cMelania\u201d Is a Lesson in Strategic Marketing<\/span><\/a><\/span><\/div><\/div>

All Love Brand Insights<\/a><\/p><\/section>
\n

Told live: to Thomas Daamen\u2019s keynotes<\/h2>
\"Rote<\/span>Together \u2013 From Zero to Love Brand<\/span><\/a>\"Aperol<\/span>What a Love Brand Has to Do with Your Life<\/span><\/a>\"Barkeeper<\/span>Successful Teams Are Like an Excellent Cocktail<\/span><\/a>\"Treppenhaus<\/span>Deciding Means Giving Up AND Winning<\/span><\/a>\"Gel\u00e4ndewagen<\/span>The Rally of Life: What Drives People<\/span><\/a><\/div><\/section><\/p>","protected":false},"excerpt":{"rendered":"

\u201cI do not believe anymore in love\u201d \u2013 of all places, this sentence comes from Coca-Cola, the brand that measured brand love for two decades. Millions rave about it, wear its logo on their chest and still never reach for it. Is love for the brand over? Or was it simply sought in the wrong place? What concept tests, an Italian aperitivo ritual and decades of purchase data reveal about where brand love is really made \u2013 and why without the purchase it remains a beautiful work of art.<\/p>","protected":false},"author":1,"featured_media":2042,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[32],"tags":[],"class_list":["post-2041","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-love-brand-insights"],"yoast_head":"\n\u201eI do not believe anymore in love\u201c: Liebe entsteht im Glas, nicht auf dem Plakat | Thomas Daamen<\/title>\n<meta name=\"description\" content=\"Coca-Colas Marketingchef glaubt nicht mehr an Liebe. 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