Your SlideShare is downloading. ×
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Lovemarks - Applying the power of love to build brands
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Lovemarks - Applying the power of love to build brands

1,695

Published on

Published in: Business
0 Comments
8 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,695
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
115
Comments
0
Likes
8
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. APPLYING THE POWER OF LOVE TO BUILD BRANDS:LOVEMARKS PRESENTATION TO designTHINKERS OCTOBER 25, 2002
  • 2. PRODUCT BRAND LOVEMARKFUNCTION VALUES SPIRIT VISUAL SYMBOLIC ICONIC
  • 3. 9 %SALES
  • 4. IS YOUR CLIENT LIKE SPOCK?
  • 5. DDDDDDDD D D D D D
  • 6. 1SAMENESS
  • 7. 2BRAND PROLIFERATION
  • 8. THEN NOW
  • 9. 3BACKLASH
  • 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. 354 AND COUNTING…
  • 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. THE CASUAL FRIEND Growth/Decline/PlateauLow emotional involvement & intimacyInfrequent contactOften short-lived cycle
  • 14. THE FLING Speedy Growth/DeclineHigh emotional rewardNo commitmentNo demandsShort-term
  • 15. THE ROMANTIC MARRIAGE Stable MaturityVoluntarily imposedLong termCommitted even through adversityHigh love/intimacy/trustExclusivity commitment
  • 16. A LOVEMARK IS PRODUCT, SERVICE OR ENTITY THAT INSTILLS LOYALTY BEYOND REASON.
  • 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. 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. RESPECT RESPECT RESPECT RESPLOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE L RESPECT
  • 20. BRANDS high respect low loveLOVE PRODUCTS FADS low respect high love low love RESPECT low respect
  • 21. LOVEMARKS high respect high loveLOVE RESPECT
  • 22. SHARE THE VISION
  • 23. HOW MUCH DOES THEMETAL MOVE YOU?
  • 24. MYSTERY INTIMACY SENSUALITY
  • 25. 1 MYSTERY GREAT STORIES
  • 26. 1 MYSTERY GREAT STORIES
  • 27. 2PAST, PRESENT + FUTURE MYSTERY
  • 28. 2PAST, PRESENT + FUTURE MYSTERY
  • 29. 3TAPS INTO DREAMSMYSTERY
  • 30. 3TAPS INTO DREAMSMYSTERY
  • 31. 3TAPS INTO DREAMSMYSTERY
  • 32. MYTHIC CHARACTERSMYSTERY4
  • 33. SECRET INGREDIENTS 5 MYSTERY
  • 34. 6 SMELLSENSUALITY
  • 35. 7SOUNDSENSUALITY
  • 36. 8PASSIONINTIMACY
  • 37. 8PASSIONINTIMACY
  • 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. .com
  • 40. “ GRAVITATION IS NOT RESPONSIBLE FOR PEOPLE LOVE FALLING IN ” - EINSTEIN

×