1. APPLYING THE POWER OF LOVE
TO BUILD BRANDS:
LOVEMARKS
PRESENTATION TO designTHINKERS
OCTOBER 25, 2002

3. PRODUCT BRAND LOVEMARK
FUNCTION VALUES SPIRIT
VISUAL SYMBOLIC ICONIC

9. 9 %
SALES

10. IS YOUR CLIENT LIKE SPOCK?

11. D
D
D
D
D
D
D
D D D D D D

13. 1
SAMENESS

14. 2
BRAND PROLIFERATION

15. THEN NOW

16. 3
BACKLASH

17. brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand
brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand
brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand
“Nation states, regions and towns,
individuals and institutions… are
“Anybody that wants to be anybody adopting the tools and techniques
wants to build their own brand.” of branding.”
“Even ecstasy tablets have been
branded with the Euro logo.”
“Madonna, The Godfather, and The Catcher In The
Rye… They’ve become brands in their own right.”
brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand
brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand
4
brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand
brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand
brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand
brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand
brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand
OVER-USE SYNDROME

18. 354 AND COUNTING…

19. specialized romantic best friend childhood
friends arranged marriage friends
hostile marriage
fling
TYPES OF14THE
RELATIONSHIPS BETWEEN
secret affair rebound
PEOPLE AND BRANDS
enslavement
courting
casual friends dependency family
S.Fournier (1998), “consumers and their brands:
Developing relationship theory in consumer research”,
Journal of Consumer Research

20. THE CASUAL FRIEND Growth/Decline/Plateau
Low emotional involvement & intimacy
Infrequent contact
Often short-lived cycle

21. THE FLING Speedy Growth/Decline
High emotional reward
No commitment
No demands
Short-term

22. THE ROMANTIC MARRIAGE Stable Maturity
Voluntarily imposed
Long term
Committed even through adversity
High love/intimacy/trust
Exclusivity commitment

23. A LOVEMARK IS PRODUCT, SERVICE OR
ENTITY THAT INSTILLS
LOYALTY BEYOND REASON.

24. “THE ESSENTIAL DIFFERENCE BETWEEN
EMOTION AND REASON IS THAT
EMOTION LEADS TO
ACTION
WHILE REASON LEADS TO Donald B. Calne
CONCLUSIONS.” Professor of Neurology
University of British Columbia

25. left brain right brain
logic emotions
“THE WIRING OF THE BRAIN
FAVORS EMOTION
- THE CONECTIONS FROM THE EMOTIONAL
SYSTEMS TO THE RATIONAL COGNITIVE
SYSTEMS ARE STRONGER THAN THE
CONNECTIONS THAT RUN THE OTHER WAY .”
Joseph LeDour
Professor of Neuroscience
New York University

26. RESPECT RESPECT RESPECT RESP
LOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE L
RESPECT

27. BRANDS
high respect
low love
LOVE
PRODUCTS FADS
low respect high love
low love RESPECT low respect

28. LOVEMARKS
high respect
high love
LOVE
RESPECT

30. SHARE THE VISION

31. HOW MUCH DOES THE
METAL MOVE YOU?

32. MYSTERY
INTIMACY
SENSUALITY

34. 1 MYSTERY
GREAT STORIES

35. 1 MYSTERY
GREAT STORIES

36. 2
PAST, PRESENT + FUTURE
MYSTERY

37. 2
PAST, PRESENT + FUTURE
MYSTERY

38. 3
TAPS INTO DREAMS
MYSTERY

39. 3
TAPS INTO DREAMS
MYSTERY

40. 3
TAPS INTO DREAMS
MYSTERY

41. MYTHIC CHARACTERS
MYSTERY
4

42. SECRET INGREDIENTS
5 MYSTERY

43. 6 SMELL
SENSUALITY

44. 7
SOUND
SENSUALITY

45. 8
PASSION
INTIMACY

46. 8
PASSION
INTIMACY

47. THE LOVEMARKER
warm
warm
coldcold
hot
hot
performance
mystery
great stories innovation
past, present & future quality
taps into dreams service
secret ingredients identity
mythic characters value
sensuality
touch reliability
trust
taste commitment
smell easy
sound openness
vision security
reputation
intimacy
togetherness leadership
emotion honesty
empathy Responsibility
inspiration efficacy

48. .com

49. “ GRAVITATION IS NOT
RESPONSIBLE FOR PEOPLE
LOVE
FALLING IN ”
- EINSTEIN