Lovemarks

July 8, 2010

(I love Will Bryant)

“Lovemarks” is a marketing term that was intended to replace the idea of brands.

The term was coined a few years ago by Kevin Roberts, CEO Worldwide of the advertising agency Saatchi & Saatchi. Roberts claims, “Brands are running out of juice.” While I don’t entirely agree that brands are running out of juice, I do believe that the term “brand” has become so watered down and misunderstood that companies need some extra jos to reconnect with customers.

Love is what’s needed to rescue brands. This love stuff isn’t marketing “fluff.” It’s the truth and whether or not you choose to believe it is irrelevant. That being said, if you are interested in building loyalty beyond reason, if you are looking at becoming truly great; the following are key ingredients to elevating your company’s status to that of a Lovemark:

Mystery: Tell great stories. Exercise your past, present and future. Tap into dreams, myths and icons. Inspire people.

Sensuality: Sound, sight, smell, touch, and taste. Excite the senses. We are sensual beings making emotional decisions. Tap into the 5 senses and you’ll be a winner.

Intimacy: Commitment, empathy, and passion. Show your customers you are an intimate person/company, and they’ll show you love back.

The difference between a product, fad, brand and Lovemark is simple.

The schema is based on respect and love.

Mere products (commodities) command neither love nor respect. Think salt. (Or Comic Sans).
Fads attract love, but without respect this love is just a passing infatuation. Transformers anyone?
Brands attract respect, even lasting respect, but generally without love. I respect Burger King, but I don’t love them. Lovemarks command both respect and love. BMW. Grey Goose. Virgin. These are Lovemarks and they’ve achieved Lovemark status by binding the holy trinity of mystery, sensuality, and intimacy.

What’s your Lovemark?

Posted by Craig Blackburn

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• Comments (6)

• Ken said:

  Apple.
  Definitely Apple.

• Jason said:

  Vancouver!

• Leanne said:

  My Lovemark is Jimmy Choo. I can’t go to NY without buying a pair!

• Angeline said:

  Mine is definitely the “Go Hawaii” word mark. The colours take me to my favourite place.

• Janamal said:

  I am my own Lovemark! I love this… I am loving Urban Jungle.

• Andrew said:

  Vans Off The Wall Logo.
  Why?
  Skateboarding! Summer! Music! Friends!
  That’s what I think of when I see that silly little skateboard graphic. I still religiously rock these shoes every single day.