… a brand is the effect on the user of everything the company does and how it behaves. Brands may start life in planning documents but ultimately they rest in the minds and hearts of people.
THE TIMES THEY ARE A CHANGING …. The Information Economy The Attention Economy The Knowledge Economy The Experience Economy THE ATTRACTION ECONOMY All about connections between people and brands, products…The emotional contract
What are Lovemarks Lovemarks are brands that inspire action & loyalty beyond reason The degree to which a brand is a Lovemark can be measured by the behaviour of the brand users. What level of loyalty do they exhibit? What level of preference do they express?
Lovemarks are brands that people love passionately… sometimes beyond obvious reason… for example, English Premiership clubs & their fans.
“ The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions.” (Donald B. Calne – Professor of Neurology – University of British Columbia) Human beings are powered by emotion not reason
"I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel." Maya Angelou
Only Lovemarks explain why some brands, events, or experiences enjoy deeper emotional connections with the people they touch.
Defined by the attitudes and lifestyle of it consumers. Harley Davidson does not sell motorcycles. They sell a rebel lifestyle. Suzuki Harley Defined by features and Performance
Owned by people. Consumers are the people we should be paying attention to – understand what matters to them.
RESPECT LOVE + TRUST Reliability Honesty Ease Openess Security PERFORMANCE Innovation Quality Service Identity Value REPUTATION Leadership Responsibility Efficiency Heritage Respect and Love TWO COMPONENT OF LOVEMARKS
BRANDS High Respect Low Love PRODUCTS Low Respect Low Love FADS High Love Low Respect High Love High Respect LOVEMARK QUADRANT
Enthuser: Consumers who monitor, critique, set new trend, spread word-of-mouth, or engage with a brand through actions beyond purchasing but not connected on a long-term basis. User: Consumers who use a product without emotionally connecting or engaging in action beyond random purchase. Low loyalty, vulnerable to competition. Chooser: Consumers who rationally connect with a brand long-term but who do not engage in action toward the brand’s producer beyond always choosing it. Speak in terms of benefits & attribute words. Successes built on the ‘er’. Inspirational Consumer: Long-term emotionally connected consumers who inspire action in others by taking steps to ensure the success of the relationship they “own” by whatever means possible. CONSUMER ACTION/ENGAGEMENT
THE JOURNEY TO A LOVEMARK. Unknown Known Known for something Known for things that are different Known for good things Known for things that I care about Getting to Lovemark status means you need to go beyond what you are known for and instead focus on what ‘people’ care about
turning brands that are respected into brands that are loved too
Unknown Known Known for something Known for things that are different Known for good things Known for things that I care about Source: Harvard Business School LOVEMARK
Brands too often become trapped around here Unknown Known Known for something Known for things that are different Known for good things Known for things that I care about LOVEMARK
And start battling each other for differentiation – often rationally Unknown Known Known for something Known for things that are different Known for good things Known for things that I care about LOVEMARK
Need to break out to find a more EMOTIONAL territory where the brand becomes something people care about, LOVE and identify themselves Unknown Known Known for something Known for things that are different Known for good things Known for things that I care about LOVEMARK
Mystery draws together stories, metaphors, dreams and symbols. Mystery is also what keeps long-term relationships alive. If we know everything, there is nothing left to catch us unawares and delight us.
Recent global developments have shaken consumer confidence in brands.
More than ever before, companies must build from the inside-out,
consistently engaging with their consumers to build credible and sustainable
Inner strengths and values must be aligned to what customers value.
Web communities have wrestled control of brands from brand managers.
Integrity and consistency is key to brand survival.
SUMMARY “ Great companies pay attention to every point of interaction with the customer. That’s how great companies become great brands.” Claude Singer: Branding Worlds Collide.
SUMMARY “ Lovemarks is the ultimate in brand status… A stage in brand evolution to assuming a special place in the heart of the consumer where it becomes virtually unassailable engendering cult like belief and followership – the Superbrand.” Kevin Roberts Worldwide CEO Saatchi & Saatchi.