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Lovemarks Presentation


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Summary of LoveMarks by Kevin Roberts for SI 658 Presentation

Published in: Business, News & Politics

Lovemarks Presentation

  1. 1. Presented by: Kumud Bihani Krystle Williams Tammy Greene
  2. 2. About the Author Kevin Roberts CEO Worldwide http:// / http:// /
  3. 3. 1969-72 - Mary Quant Cosmetics, Brand Manager, United Kingdom. 1972-75 - Gillette, International New Products Manager, Europe. 1975-82 - Procter & Gamble, Group Marketing Manager, Export and Special Operations, Middle East/Africa. 1982-89 - Pepsi Cola, Regional Vice President, Middle East, President and Chief Executive Officer, Canada. 1989-96 - Lion Nathan, Director and Chief Operating Officer. 1997-Present - Saatchi & Saatchi Chief Executive Officer Worldwide
  4. 4. Products to Trademarks to Brands Products are indistinguishable from one another Trademarks are a mark of reliability and trust 35,000 Trademarks at the grocery store
  5. 5. <ul><li>BRANDS </li></ul><ul><li>Consistency </li></ul><ul><li>Quality </li></ul><ul><li>Performance </li></ul><ul><li>Value </li></ul>
  6. 6. Brands are now out of Juice <ul><li>Brands are being overused </li></ul><ul><li>Brands are not mysterious anymore </li></ul><ul><li>Brands cannot understand the new consumer </li></ul><ul><li>Too many brands </li></ul><ul><li>Too many people following the same rulebook </li></ul><ul><li>Brands are relying on past rather than future </li></ul>
  7. 7. Brands Lack Emotion Reason leads to conclusions, while Emotion lead to actions.
  8. 9. Truths about LOVE <ul><li>All Human Beings Need Love </li></ul><ul><li>Love is a profound sense of attachment </li></ul><ul><li>Love is always 2 way </li></ul><ul><li>Love need not be glorious or romantic </li></ul><ul><li>Love takes time </li></ul><ul><li>Love cannot be commanded. It can only be given </li></ul>
  9. 10. The Love Bug had bitten even the “Techno Geeks”.
  10. 11. No Respect, No Love, No Respect, No Love, No Respect, No Love, Period .
  11. 12. To Command Respect :
  12. 13. BRAND LOVEMARK Information Relationship Recognized by Consumers Loved by people Generic Personal Presents a Narrative Creates a Love story The promise of quality The touch of sensuality Symbolic Iconic Defined Infused Statement Story Defined Attributes Wrapped in Mystery Values Spirit Professional Passionately Creative Advertising Agency Ideas company
  13. 14. Creating Lovemarks Principles: <ul><li>Be Passionate </li></ul><ul><li>If you don’t love your business they won’t either </li></ul><ul><li>Involve Customers </li></ul><ul><li>Be committed to change </li></ul><ul><li>Celebrate Loyalty </li></ul><ul><li>They must be full participants </li></ul><ul><li>Find, Tell & Retell Great Stories </li></ul><ul><li>This opens up new feelings, meanings & connections </li></ul><ul><li>Accept Responsibility </li></ul>
  14. 15. Is it a Lovemark? <ul><li>Lovemarks connect companies, their people and their brands </li></ul><ul><li>Lovemarks inspire Loyalty Beyond Reason </li></ul><ul><li>Lovemarks are owned by the people who love them </li></ul>
  15. 16. What makes Lovemarks Stand out… <ul><li>Mystery </li></ul><ul><ul><li>Don’t down play it! </li></ul></ul><ul><ul><li>The public can’t get enough of it! </li></ul></ul>
  16. 17. Mystery <ul><ul><li>How? </li></ul></ul><ul><ul><li>Tell your stories </li></ul></ul><ul><ul><li>Use your past, present & future </li></ul></ul><ul><ul><li>Tap into dreams </li></ul></ul><ul><ul><li>Nurture myths & Icons </li></ul></ul><ul><ul><li>Build on inspiration </li></ul></ul><ul><ul><li>“ As long as people have aspirations & goals & dreams they will always crave Mystery . Whoever heard of anyone craving… statistics ?” </li></ul></ul>
  17. 18. What makes Lovemarks Stand out… <ul><li>Sensuality </li></ul><ul><ul><li>Sound </li></ul></ul><ul><ul><li>Sight </li></ul></ul><ul><ul><li>Smell </li></ul></ul><ul><ul><li>Touch </li></ul></ul><ul><ul><li>Taste </li></ul></ul><ul><ul><li>& … </li></ul></ul><ul><ul><li>Intuition </li></ul></ul>… the fast track to human emotions. When stimulated together create unforgettable results. Humans think in images.
  18. 19. What makes Lovemarks Stand out… <ul><li>Intimacy </li></ul><ul><li>Lost when companies focused on their shareholders & not their customers </li></ul><ul><li>Develop closeness & trust relating on a personal level </li></ul><ul><li>Caution! Can be contentious because its personal </li></ul><ul><li>Necessary to avoid commodification </li></ul><ul><ul><li>Must talk & listen </li></ul></ul><ul><ul><ul><li>Must give to get </li></ul></ul></ul><ul><ul><li>Brands with intimacy achieve pet names </li></ul></ul>Personal. Sensitive. Continuous.
  19. 20. Intimacy – Who has achieved it? <ul><ul><li>Empathy. Commitment. Passion. </li></ul></ul><ul><ul><li>Loyalty beyond reason. </li></ul></ul>it! “ it to me…” “ Gimme a ud.”
  20. 21. Love & Respect. No Respect. No Love. No Respect. No Love. Period.
  21. 22. The Lovemark Activity <ul><li>Shopping </li></ul><ul><ul><li>Purchase and Consumption </li></ul></ul><ul><ul><li>Sustainability </li></ul></ul><ul><ul><li>Activism </li></ul></ul><ul><ul><li>Relationships </li></ul></ul>“ What do they want out of the shopping experience?” and “How can we win Loyalty Beyond Reason?”
  22. 23. Shopping is… <ul><li>Shopping is necessary. </li></ul><ul><li>Shopping is emotional. </li></ul><ul><li>Shopping is primal. </li></ul><ul><li>Shopping is human nature. </li></ul><ul><li>Shopping is seductive. </li></ul><ul><li>Shopping is physical. </li></ul><ul><li>Shopping is local. </li></ul><ul><li>Shopping is global. </li></ul><ul><li>Shopping is an experience. </li></ul><ul><li>Shopping is sensual. </li></ul><ul><li>Shopping is fun. </li></ul><ul><li>Shopping is social. </li></ul><ul><li>Shopping is responsible. </li></ul><ul><li>Shopping matters. </li></ul><ul><li>Shopping shapes us. </li></ul><ul><li>Shopping is life. </li></ul><ul><li>Shopping is winning. </li></ul>
  23. 25. Research <ul><li>Research is used to discover what we don ’ t know we don ’ t know, solve problems, and inspire us to look further and deeper. </li></ul><ul><li>Research with curiosity -- wanting to know can transform research </li></ul><ul><li>Research is needed to transform brands into </li></ul>Research Approaches <ul><li>Climb a mountain </li></ul><ul><li>Go to the jungle </li></ul><ul><li>Think like a fish </li></ul>
  24. 27. Lovemarks & the people who own them... <ul><li>Inspirational Consumers: Caretakers of a Lovemark </li></ul><ul><ul><li>Suggest changes </li></ul></ul><ul><ul><li>Ensure availability </li></ul></ul><ul><ul><li>Spread the word </li></ul></ul>
  25. 29. “ T he journey of a thousand miles begins with a single step,” goes a Chinese proverb. To me, it s not the distance to a better world that matters. The journey is only as long as we believe it to be. What counts are the single steps. The steps taken by Inspirational Players in their path towards creating The actions of enterprising people to make a difference through Love .
  26. 30. <ul><li>Thank you! </li></ul><ul><li> </li></ul>