How to build the Lovemarks and the benefits of it.

1. Presented by
Khoi Nguyen
Tuyen Tran
Tien Tran

2. How to build “Lovemarks”?
The structure
Why do we have to “have it”?
The benefits
“Lovemarks” Definition
Where does it come out?
Case study
The story
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3. “Lovemarks theory is based on a simple premise: human beings are powered by emotion, not by
reason.
“ Lovemarks are brands, products or entities that are
capable of creating Loyalty beyond Reason.
Why the brands have to turn to “LOVEMARKS”?
Lovemarks is: the future beyond brands; built on Love and
Respect; inspire Loyalty beyond reason
http://dasauto-skema.blogspot.com/2013/12/do-audi-or-
mercedes-benz-is-lovemarks.html

4. Brands are now out of Juice
1) Brands are being overused
2)Brands are not mysterious anymore
3)Brands cannot understand the new consumer
4)Too many brands
5)Too many people following the same rulebook
6)Brands are relying on past rather than future

5. “The essential difference between
emotion and reason is that
emotion leads to action while
reason leads to conclusions”.
- DONALD CALNE
Former Director of the Neurodegeneratitve Disorders
Centre at the University of British Columbia, Canada
“We now know that emotion,
intuition, long-term memories, and
the unconscious make up as 85%
of our motivations.”
- ANTONIO DAMASIOA
Dornsife Professor of Neuroscience at the
University of Southern California, USA
HUMANS ARE POWERED BY EMOTION

6. Most major brands are stuck here.
Sure, they offer functional benefits,
but it stop there. Consumers need
them, but do not crave or love them.
“This is a good value, but I could live
without it if I had to”
The products are essential
but going no where.
“it’s not really what I
want, but it’s cheap”
It can be fun to get here, but you
won’t stickand you won’t be
rememberednext month or next year,
like hairstyle & pop stars.
“This is fun, but do I really need it?”
This is your goal. Deep emotional
connections with your target customer.
You create real, impactful value and
they pay you back with loyalty and love.
“I’ll buy it anyway. Stop ****ing blame on it”

7. loverespect
Mystery
Sensuality
Intimacy
Performance
Trust
Reputation
Source: Based on theory of Kevin Robert – CEO of Satchi

9. Example to measure the
Brand Love Score

10. Coke’s market cap
(including brand value)
181.27 B
Coke’s market cap
(excluding brand value)
54.975 B
http://interbrand.com/best-brands/best-global-brands/2016/ranking/#?listFormat=sq
https://ycharts.com/companies/KO/market_cap

11. Vietnam market

13. Brand earn loyalty for a reason
Lovemarks earn loyalty beyond reason
Reason lead to conclusion (need time to clarification) while
emotion lead to action
Quotes to remember
And make you become more sophisticated.

14. Hey guys, the technology
I want to share you…
Do I have to listen to you if
I’m ready to buy without
reason??????
Can you please to let me
talk first?
I have to wait for 2 minutes. Can I
just buy it???????????
I’m begging you. Do what you
love!! OMGGGGGGGGGGGGG!
IT’S OVER NOW!
On the day of releasing the iPhone 7…