Creating Lovemarks Through New Media
Wout Withagen | Freshheads | 02-2009

Introduction
• Wout Withagen
• MA Interaction Design at HKU-KMT Hilversum
• Projectmanager at Freshheads (web concepts & development agency)
• More than just interested in New Media and web 2.0 technologies
Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009

Contents
• Lovemarks
• The 2.0 revolution
• Cases
• Conclusion
• Statement and discussion

Lovemarks
• Lovemarks were invented in by Kevin Roberts (Saatchi & Saatchi)
• Lovemarks is a marketing technique that is intended to replace the idea
of brands.
• Three key ingredients to create lovemarks: Mystery, Sensuality, Intimacy
Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009

Lovemarks
• Mystery
Great stories: past, present and future; taps into dreams myths and icons;
and inspiration
• Sensuality
Sound, sight, smell, touch, and taste
• Intimacy
Commitment, empathy, and passion
Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009

Lovemarks
Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009

The 2.0 revolution
• Web 2.0
• Enterprise 2.0
• Government 2.0
Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009

Web 2.0
“The term \"Web 2.0\" describes the changing trends in the use of
World Wide Web technology and web design that aim to enhance
creativity, communications, secure information sharing, collaboration
and functionality of the web.” [Wikipedia]
Web 2.0 concepts have led to the development and evolution of
web-culture communities and hosted services, such as social-networking
sites, video sharing sites, wikis, blogs, and folksonomies. [Wikipedia]
Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009

Web 2.0
• Collaborate
• Sharing
• Mashups
• User Generated Content
• Crowd Sourcing (Swarm Intelligence)
• Social Media
Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009

Web 2.0
Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009

Web 2.0
Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009

Cases
• Face Your World
• Wij Bouwen een Wijk (We Build a Community)
• De Dichterlijke Vrijheid (Poetic Freedom)
• Tilburg 2009
• D-Toren (D-Tower)
Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009

De Dichterlijke Vrijheid (Poetic Freedom)
“36 appartments in a problem area in Rotterdam were sold for just € 1,- to a group of
people who were willing to renovate the appartments. Via internet the buyers
exchanged their expierences, ideas and plans.” [www.dedichterlijkevrijheid.nl]
Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009

Face Your World
“The project Face Your World enables young people to investigate the environment in
which they live. It gives them instruments so that they can – like a genuine town
planner – change their environment.”
Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009

Wij Bouwen een Wijk (We Build a Community)
“Is it possible for an Internet community to
design the district of the future? And can it
be realized? The small town Smallingerland
started an online community where
civilians, professors, students and specialists
work together to design a new area.”
Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009

Tilburg 2009
“A brand inspired by the existing
Brand mark of Tilburg. The city
of Tilburg exists 200 years.
Civilians are Encouraged to set
up their own events And
happenings, which are supported
by A professional team of
organizers And planners”
Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009

D-Toren (D-Tower)
“D-tower is an art piece, commissioned by the city of
Doetinchem in the Netherlands, that maps the emotions
of the inhabitants of Doetinchem. D-tower measures
HAPPINESS, LOVE, FEAR and HATE daily using
different questions.”
Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009

Conclusion
• Bottom up design and development
• Use new media to reach your audience
• Use the knowledge of the crowd
• Clear message
• Mystery, Sensuality, Intimacy
Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009

Discussion
Got inspired? Let’s discuss what new media can mean for your brand!
Creating Lovemarks Through New Media | Wout Withagen | Freshheads | 2009