The Future Beyond Brands
Brands have run out of juice. More and more people in the world have grown to expect great performance from products, services and experiences. And most often, we get it. Cars start first time, fries are always crisp, dishes shine. A few years ago, Saatchi & Saatchi looked closely at the question: What makes some brands inspirational, while others struggle? And we came up with the answer: Lovemarks:
the future beyond brands
How do I know a Lovemark?
Lovemarks transcend brands. They deliver beyond your expectations of great performance. Like great brands, they sit on top of high levels of respect - but there the similarities end. Lovemarks reach your heart as well as your mind, creating an intimate, emotional connection that you just can’t live without. Ever. Take a brand away and people will find a replacement. Take a Lovemark away and people will protest its absence. Lovemarks are a relationship, not a mere transaction. You don’t just buy Lovemarks, you embrace them passionately. That’s why you never want to let go. Put simply, Lovemarks inspire: Loyalty Beyond Reason
The Hallmarks of a Lovemark
At the core of every Lovemark is Respect. No Respect? It’s not a Lovemark. It’s as simple as that. Check out the Love/Respect Axis and see just where your favorite brand is sitting. A Lovemark’s high Love is infused with these three intangible, yet very real, ingredients: Mystery, Sensuality and Intimacy. Mystery draws together stories, metaphors, dreams and symbols. It is where past, present and future become one. Mystery adds to the complexity of relationships and experiences because people are drawn to what they don’t know. After all, if we knew everything, there would be nothing left to learn or to wonder at. Sensuality keeps the five senses on constant alert for new textures, intriguing scents and tastes, wonderful music. Sight, hearing, smell, touch, taste. Our senses work together to alert us, lift us, transport us. When they are stimulated at the same time, the results are unforgettable. It is through the five senses we experience the world and create our memories. Intimacy means empathy, commitment and passion. The close connections that win intense loyalty as well as the small perfect gesture. These are often remembered long after functions and benefits have faded away. Without Intimacy people cannot feel they own a brand, and without that conviction a brand can never become a Lovemark. Lovemarks
• Lovemarks were invented in by Kevin Roberts (Saatchi & Saatchi) • Lovemarks is a marketing technique that is intended to replace the idea of brands.
• Three key ingredients to create lovemarks: Mystery, Sensuality, Intimacy
Lovemarks is a marketing concept that is intended to replace the idea of brands. The idea was first widely publicized in a book of the same name written by Kevin Roberts, CEO of the advertising agency Saatchi & Saatchi. In the book Roberts claims, "Brands are running out of juice". He considers that love is what is needed to rescue brands. Roberts asks, "What builds Loyalty that goes Beyond Reason? What makes a truly great love stand out?" Roberts suggests the following are the key ingredients to create lovemarks: Mystery
Great stories: past, present and future; taps into dreams, myths and icons; and inspiration Sensuality
Sound, sight, smell, touch, and taste
Commitment, empathy, and passion
Roberts explains the relationship between lovemarks and other selling concepts through a simple schema based on respect and love. The full schema is as follows: mere products (commodities) command neither love nor respect. Fads attract love, but without respect this love is just a passing infatuation. Brands attract respect, even lasting respect, but without love. Lovemarks, explains Roberts, command both respect and love. This is achieved through the trinity of mystery, sensuality, and intimacy. Some marketers question the usefulness of the Lovemarks...
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