Lovemarks - Applying the power of love to build brands

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Lovemarks - Applying the power of love to build brands

  1. 1. APPLYING THE POWER OF LOVE TO BUILD BRANDS:LOVEMARKS PRESENTATION TO designTHINKERS OCTOBER 25, 2002
  2. 2. PRODUCT BRAND LOVEMARKFUNCTION VALUES SPIRIT VISUAL SYMBOLIC ICONIC
  3. 3. 9 %SALES
  4. 4. IS YOUR CLIENT LIKE SPOCK?
  5. 5. DDDDDDDD D D D D D
  6. 6. 1SAMENESS
  7. 7. 2BRAND PROLIFERATION
  8. 8. THEN NOW
  9. 9. 3BACKLASH
  10. 10. brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brandbrand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brandbrand 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 techniqueswants 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 brandbrand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand 4brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brandbrand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brandbrand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brandbrand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brandbrand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand OVER-USE SYNDROME
  11. 11. 354 AND COUNTING…
  12. 12. 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 familyS.Fournier (1998), “consumers and their brands:Developing relationship theory in consumer research”, Journal of Consumer Research
  13. 13. THE CASUAL FRIEND Growth/Decline/PlateauLow emotional involvement & intimacyInfrequent contactOften short-lived cycle
  14. 14. THE FLING Speedy Growth/DeclineHigh emotional rewardNo commitmentNo demandsShort-term
  15. 15. THE ROMANTIC MARRIAGE Stable MaturityVoluntarily imposedLong termCommitted even through adversityHigh love/intimacy/trustExclusivity commitment
  16. 16. A LOVEMARK IS PRODUCT, SERVICE OR ENTITY THAT INSTILLS LOYALTY BEYOND REASON.
  17. 17. “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
  18. 18. 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 THECONNECTIONS THAT RUN THE OTHER WAY .” Joseph LeDour Professor of Neuroscience New York University
  19. 19. RESPECT RESPECT RESPECT RESPLOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE L RESPECT
  20. 20. BRANDS high respect low loveLOVE PRODUCTS FADS low respect high love low love RESPECT low respect
  21. 21. LOVEMARKS high respect high loveLOVE RESPECT
  22. 22. SHARE THE VISION
  23. 23. HOW MUCH DOES THEMETAL MOVE YOU?
  24. 24. MYSTERY INTIMACY SENSUALITY
  25. 25. 1 MYSTERY GREAT STORIES
  26. 26. 1 MYSTERY GREAT STORIES
  27. 27. 2PAST, PRESENT + FUTURE MYSTERY
  28. 28. 2PAST, PRESENT + FUTURE MYSTERY
  29. 29. 3TAPS INTO DREAMSMYSTERY
  30. 30. 3TAPS INTO DREAMSMYSTERY
  31. 31. 3TAPS INTO DREAMSMYSTERY
  32. 32. MYTHIC CHARACTERSMYSTERY4
  33. 33. SECRET INGREDIENTS 5 MYSTERY
  34. 34. 6 SMELLSENSUALITY
  35. 35. 7SOUNDSENSUALITY
  36. 36. 8PASSIONINTIMACY
  37. 37. 8PASSIONINTIMACY
  38. 38. THE LOVEMARKER warm warm coldcold hot hot performancemystery great stories innovation past, present & future quality taps into dreams service secret ingredients identity mythic characters valuesensuality touch reliability trust taste commitment smell easy sound openness vision security reputationintimacy togetherness leadership emotion honesty empathy Responsibility inspiration efficacy
  39. 39. .com
  40. 40. “ GRAVITATION IS NOT RESPONSIBLE FOR PEOPLE LOVE FALLING IN ” - EINSTEIN

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