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How to build the Lovemarks and the benefits of it.

Published in: Marketing
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  1. 1. Presented by Khoi Nguyen Tuyen Tran Tien Tran
  2. 2. How to build “Lovemarks”? The structure Why do we have to “have it”? The benefits “Lovemarks” Definition Where does it come out? Case study The story 01 02 03 04
  3. 3. “Lovemarks theory is based on a simple premise: human beings are powered by emotion, not by reason. “ Lovemarks are brands, products or entities that are capable of creating Loyalty beyond Reason. Why the brands have to turn to “LOVEMARKS”? Lovemarks is: the future beyond brands; built on Love and Respect; inspire Loyalty beyond reason mercedes-benz-is-lovemarks.html
  4. 4. Brands are now out of Juice 1) Brands are being overused 2)Brands are not mysterious anymore 3)Brands cannot understand the new consumer 4)Too many brands 5)Too many people following the same rulebook 6)Brands are relying on past rather than future
  5. 5. “The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions”. - DONALD CALNE Former Director of the Neurodegeneratitve Disorders Centre at the University of British Columbia, Canada “We now know that emotion, intuition, long-term memories, and the unconscious make up as 85% of our motivations.” - ANTONIO DAMASIOA Dornsife Professor of Neuroscience at the University of Southern California, USA HUMANS ARE POWERED BY EMOTION
  6. 6. Most major brands are stuck here. Sure, they offer functional benefits, but it stop there. Consumers need them, but do not crave or love them. “This is a good value, but I could live without it if I had to” The products are essential but going no where. “it’s not really what I want, but it’s cheap” It can be fun to get here, but you won’t stickand you won’t be rememberednext month or next year, like hairstyle & pop stars. “This is fun, but do I really need it?” This is your goal. Deep emotional connections with your target customer. You create real, impactful value and they pay you back with loyalty and love. “I’ll buy it anyway. Stop ****ing blame on it”
  7. 7. loverespect Mystery Sensuality Intimacy Performance Trust Reputation Source: Based on theory of Kevin Robert – CEO of Satchi
  8. 8. Example to measure the Brand Love Score
  9. 9. Coke’s market cap (including brand value) 181.27 B Coke’s market cap (excluding brand value) 54.975 B
  10. 10. Vietnam market
  11. 11. Brand earn loyalty for a reason Lovemarks earn loyalty beyond reason Reason lead to conclusion (need time to clarification) while emotion lead to action Quotes to remember And make you become more sophisticated.
  12. 12. Hey guys, the technology I want to share you… Do I have to listen to you if I’m ready to buy without reason?????? Can you please to let me talk first? I have to wait for 2 minutes. Can I just buy it??????????? I’m begging you. Do what you love!! OMGGGGGGGGGGGGG! IT’S OVER NOW! On the day of releasing the iPhone 7…