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The Lovemark Theory: How to use it in UX Design


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How to craft experiences that make your users fall in love with your ideas

Published in: Marketing
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The Lovemark Theory: How to use it in UX Design

  1. 1. Claudio Ferrara The Lovemark theory
  2. 2. Claudio Ferrara - Digital Marketing Specialist - Master of Endless Blog Scrolling Hello world :)
  3. 3. What is love?
  4. 4. Not this one...
  5. 5. Perhaps this one...
  6. 6. Definitively this one!
  7. 7. Why we need people to love our stuff?
  8. 8. “Emotion lead to actions, while reason lead to conclusions.” Donald Caine, Neurologist
  9. 9. “In a single day a man can receive 3500 marketing message. He won’t recall 99% of them.” Test results - The
  10. 10. Are you familiar with this?
  11. 11. People get used fast of their stuff To escape from this “message blindness”, we need to reach people on a deeper level, migrating from brands to Lovemark.
  12. 12. “A Lovemark is something that inspires Loyalty beyond reason.” Kevin Roberts, CEO of Saatchi & Saatchi
  13. 13. “900$ for a phone?!” “If you don’t own it, you don’t get it.” “This is not a bag, it’s a Balenciaga!.” “When i’m on board, I feel nothing it’s impossibile.”
  14. 14. Test time: how much these bags costs?
  15. 15. Brand Lovemark ● Information ● Famous ● Global ● Promise Quality ● Values ● Has its own story ● Relationship ● Loved ● Personal ● Promise Feelings ● Spirit ● Has a bit of mistery
  16. 16. To inspire Love you need to tap into these emotions Mistery Sensuality Intimacy
  17. 17. Mistery ● Don’t spoil too much! ● Build a narrative ● Create hype ● Less isn’t more but it’s definitively cool
  18. 18. Game of Thrones made its fan watch a block of ice melting on a Facebook Live in order to provide them some spoilers.
  19. 19. Fans could speed up the melting typing “fire” in the comment. More than 1.3 million people watched the stream, revealing a new trailer.
  20. 20. Adopt new solutions to be seen as “groundbreaking”
  21. 21. Swedish rapper Adam Tensta released its new track in a different way: only 1 copy, only person at time, only on Facebook.
  22. 22. Joining the app, fans of Tensta could climb the line up, tweeting, sharing or listening the rapper’s previous songs.
  23. 23. Think hidden tricks to surprise your users
  24. 24. Wow! He reads my mind!
  25. 25. Look, Magic on Facebook!
  26. 26. Sensuality ● Engage multiple senses (Touch, Sight, Hearing) ● Create simple, intuitive choices ● Let the user choose their own path ● Smart is the new sexy
  27. 27. Do ya think i’m Sexy?
  28. 28. Animation help your design feel “alive”
  29. 29. Don’t text your lover too much
  30. 30. Let the love choose its way
  31. 31. Don’t be afraid to be funny
  32. 32. Intimacy ● Be there, Be Useful ● Feel personal, but not creepy ● Make the user feel good about what he’s doing ● Be funny
  33. 33. “Lacing humour and easter eggs into the workflow can transform an otherwise mundane task into an experience that people look forward to, and sometimes even miss." Aaron Walter, UX Director at Mailchimp
  34. 34. Come on, it’s just a form!
  35. 35. Ok,’re ready…?
  36. 36. Another newsletter?
  37. 37. “We can't help but create relationships with things that we interact with over and over and over again." Kevin Hale, Founder of Wufoo
  38. 38. BRYAN SRL WWW.BRYAN.IT SEDE OPERATIVA VIA SANTA MARTA 18 (SIAM 1838) 20128 MILANO - P.IVA 03560330130 SEDE LEGALE VIA CARAVAGGIO, 2 2235 CANZO (CO) TELEFONO: +39 02 56 56 81 56 P.IVA 03494360138 E-MAIL: INFO@BRYAN.IT Let’s keep in touch! @BryanWebAgency