Lovemarks Presentation - Brand Pioneers April 9 2013

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Lovemarks
Arjan Kapteijns – CEO Saatchi & Saatchi

Saatchi & Saatchi is the Lovemarks company. Arjan looked closely at the question: What makes some brands inspirational, while others struggle? With inspiring case studies he will explain what Lovemarks are and how they deliver beyond their expectations of great performance.

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Lovemarks Presentation - Brand Pioneers April 9 2013

  1. 1. Saatchi  &  Saatchi  Nothing  is  Impossible   Lovemarks  
  2. 2. BRANDS ARE DEAD
  3. 3. COMMODITISATION
  4. 4. LOVEMARKSare brands, products or entities that are capable of creating Loyalty beyond Reason
  5. 5. BRANDS EARNLOYALTY FOR A REASON
  6. 6. LOVEMARKS EARN LOYALTY BEYOND REASON
  7. 7. BRANDS ARE OWNED BY COMPANIES
  8. 8. LOVEMARKS ARE OWNED BY PEOPLE WHO LOVE THEM
  9. 9. BRANDS GENERATE RESPECT
  10. 10. LOVEMARKS EARN LOVE AND RESPECT
  11. 11. 18  
  12. 12. 19  
  13. 13. BRANDS MAINTAIN PERFORMANCE
  14. 14. LOVEMARKS ACCELERATE PERFORMANCE
  15. 15. THE LOVEMARKS EFFECT A US$ 1,000 investment in 1998 would have yielded a shareholder in Lovemarks defined portfolios $3000-­ $2000-­ -­-­ Lovemarks Portfolio -­-­ S&P 500 Portfolio $1000-­Source:     The Lovemarks Academy
  16. 16. The bottom line case for the FoE way
  17. 17. Defend Promote you youForgive Challenge you you
  18. 18. The  journey   LOVEMARKS   to  a  Lovemark   Advocacy   Known  for  things  that  I  care  about   Known  for  things  that  are   different   Known  for  good   things   Known  for   something   Known   Unknown  Source:  Harvard  Business  Review  
  19. 19. Beware  the   LOVEMARKS  Differentiation  Trap   Advocacy   Known  for  things  that  I  care  about   Known  for  things  that  are   different   Known  for  good   things   Known  for   something   Known   Unknown  Source:  Harvard  Business  Review  
  20. 20. How do we advancethe journey?
  21. 21. IDEA 1UNLEASH A LOVEMARKS ORGANISING IDEA
  22. 22. Truth about aboutA Lovemarks People yourOrganising Idea isauthentic and businessinspiring to peopleand partnersinternally andexternally INSIGHTIt is an idea thateveryone can rallyaround in harmoniousand united action Lovemarks Organizing The Organisingand one that helps Idea for ayou make choices-­ Idea brand givesabout what to do direction to alland about what not activities goingto do forward
  23. 23. Encourages Fuels Focuses on Empowers creativity athletes imagination development
  24. 24. Video: BGH Dad in Briefs orPapers Sleepworker
  25. 25. Organising  Idea  Empowering                          athletes   Creative  Expression   Just  do  it  
  26. 26. BENEFITS OF AN ORGANISING IDEA People will know what cause they are fighting for Why they bother putting on the gloves The Lovemarks Academy
  27. 27. Company (management) Internal marketing External marketing´enabling the promise´ LOVEMARK ´setting the promise´ ORGANIZING IDEA   Employees Customers Real time marketing ´delivering the promise´
  28. 28. ASA   ORGANISEREND  IDEE:DE  TALENTVERSNELLERS  
  29. 29. IDEA 2ACT WITHEMOTION
  30. 30. will forget what you said,people will forget what youdid, but people will neverforget how you made themMaya  Angelou  

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