2. Content
What’s Lovemarks?
Lovemarks Theory
What makes Lovemarks Stand out [Secrets Of Lovemarks]
Mystery
Sensuality
Intimacy
Love/Respect Axis
Brands vs. Lovemarks
Principle Of Creating Lovemarks
References
7. Lovemarks Theory
Human beings are powered by emotion, not
by reason.
“The essential difference between emotion
and reason is that emotion leads to action
while reason leads to conclusions.”
-Donald Calne, Neurologist
8. Emotions Leads To Action
You can watch this video in the next slide >
9. How Can We Create Appeal?
Don’t just get it by asking
Give love
Stop thinking ‘THEM’
Start thinking ‘US’
20. Brands VS. Lovemarks
Brands
Information
Recognized by Consumers
Generic
Presents a Narrative
The promise of quality
Symbolic
Lovemarks
Relationship
Loved by people
Personal
Creates a Love story
The touch of sensuality
Iconic
22. Principles Of Creating Lovemarks
Be passionate!
If you don’t love your business they won’t either
Involve Customers
Be committed to change
Celebrate Loyalty
They must be full participants
Find, Tell & Retell Great Stories
This opens up new feelings, meanings & connections
Accept Responsibility
23. Jonathan Ive & Apple
You can watch this video in the next slide >
25. References
Compete. Win. Learn. The Un-Conference: 360° of
Brand Strategy for a Changing World Featuring John
Sculley October 17-18, 2013 in Miami Beach,
Florida
http://www.saatchikevin.com/
http://krconnect.blogspot.com/
http://lovemarks.com
http://www.brandingstrategyinsider.com/
Notes de l'éditeur
There are brands that you just by everyday, every week. Same brand. It’s not exciting, it is a very normal activity for you. It is not a brand actually. It is just a bland.By the way there are some brandsthat;Inspire passionInspire devotionGenerate loyalty beyond the reasonIn fact you know some of these brands. For example mine are Apple, Starbucks, Ikea, Nutella, Google, GS.
These are the brands that people talk about.These are the brands that people will stay up all night for.These are the brands that people never give up.These are the brands that would cause riots if they were taken off the market.These are the brands that create a kind of madness. The madness we call it LOVE.
An example of fall in love with a brand.
Lovemarks theory is based on a simple premise: human beings are powered by emotion, not by reason. This is the essence of the Lovemarks argument. If you want people to take action —whether for something momentous, like voting for a president, or seemingly mundane, like buying one brand of facial tissues over another— you need to appeal to their emotions.Neurologist Donald Calne perhaps said it best: “The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions.”
How can we create the kind of appeal that makes people feel inspired or laugh or cry? First, we must realize that brands don’t just get it by asking. They start by giving love, demonstrating that they love the people who buy them. This big change comes when brands STOP THINKING about their customers as “them” and start thinking about “us”
When marketers make this change, they start rewarding their customers every day with brand experiences that have special resonance in three key areas which I called them the secrets of Lovemarks.On the basis of intuition and long-term experience, Mystery, Sensuality and Intimacy were identified within Saatchi & Saatchi as the most important influences on consumers.Factor analysis has since validated the combined power of Mystery, Sensuality and Intimacy. And our work with consumers has confirmed that there are no other factors that drive the emotions of Love so directly.
Mystery demands:Great stories that connect with the emotions.Strong links between the past, present and future.A way to tap into dreams.Association with powerful myths and icons.And finally, the Inspiration to be and to do more.
Apple and Steve has a amazing story. There are a lot of books, documentations, movies about Steve and his Apple story.
Sensuality is another aspects of EMOTIONAL ENGAGEMENT that too many brands IGNORE.
These are not the easy questions, but the most brands find answers.In this slide you see that we have smell and taste. If you are not in ‘food’ or ‘perfume’ business it sounds interesting for your company. Most marketers don’t immediately think that TASTE or SMELL are RELEVANT. But these are almost %100 guaranteed ways to stretch your brain about your brand.
EXAMPLE: Have you ever heard Hollister? It is a READY WEAR company located in USA. Almost at any mall in USA people can smell Hollister at a slightly shorter distance. Many of customers like that smell and they recognize it everytime. Moreover, this odor is on sale at amazon.com :) As you see that Hollister gets sensuality.
Intimacy in other words connectivity. It is beautiful thing close to human hearth. It is developing closeness and trust relating on a personal level. Shareholders is important for a company. But when the company decide to focus on its shareholders, not its customers that won’t be a surprise that the company L O S T . You have to talk and listen, give to get your customers. Develop closeness & trust relating on a personal level. Try to avoid commodification . Caution! Intimacy can be contentious because its personal.
How do you know when you have gotten there? Marketers need to know where the lovemarks stand in the beginning? and how well they are doing along the way to building a Lovemark.To help them, Kevin Roberts created the “Love/Respect Axis.”This axis allows companies to measure how much consumers respect their brands versus how much they love them. ?
Passionate:Customers can smell a fake. If you’re not in Love with your business, they won’t be either.Involve: Involve them in everything, and make your own commitment to change. Be creative.Celebrate:If you want loyalty, you have to be consistent. Change is fine, but both partners must be willing participants.Find, Tell & Retell Great Stories: