Lovemarks - Applying the power of love to build brands
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This document discusses how to build brands using love and emotion rather than just logic and reason. It introduces the concept of a "Lovemark", which is a product, service or entity that inspires loyalty through both respect and love. Lovemarks tap into mystery, sensuality and intimacy in a way that builds deep emotional connections with customers. They incorporate storytelling, sensory experiences, passion and a sense of shared identity to create relationships that inspire loyalty beyond rational reasons alone.
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Lovemarks - Applying the power of love to build brands
- 1. APPLYING THE POWER OF LOVE TO BUILD BRANDS: LOVEMARKS PRESENTATION TO designTHINKERS OCTOBER 25, 2002
- 3. PRODUCT BRAND LOVEMARK FUNCTION VALUES SPIRIT VISUAL SYMBOLIC ICONIC
- 9. 9 % SALES
- 10. IS YOUR CLIENT LIKE SPOCK?
- 11. D D D D D D D D D D D D D
- 13. 1 SAMENESS
- 15. THEN NOW
- 16. 3 BACKLASH
- 17. brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand “Nation states, regions and towns, individuals and institutions… are “Anybody that wants to be anybody adopting the tools and techniques wants to build their own brand.” of branding.” “Even ecstasy tablets have been branded with the Euro logo.” “Madonna, The Godfather, and The Catcher In The Rye… They’ve become brands in their own right.” brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand 4 brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand OVER-USE SYNDROME
- 18. 354 AND COUNTING…
- 19. specialized romantic best friend childhood friends arranged marriage friends hostile marriage fling TYPES OF14THE RELATIONSHIPS BETWEEN secret affair rebound PEOPLE AND BRANDS enslavement courting casual friends dependency family S.Fournier (1998), “consumers and their brands: Developing relationship theory in consumer research”, Journal of Consumer Research
- 20. THE CASUAL FRIEND Growth/Decline/Plateau Low emotional involvement & intimacy Infrequent contact Often short-lived cycle
- 21. THE FLING Speedy Growth/Decline High emotional reward No commitment No demands Short-term
- 22. THE ROMANTIC MARRIAGE Stable Maturity Voluntarily imposed Long term Committed even through adversity High love/intimacy/trust Exclusivity commitment
- 23. A LOVEMARK IS PRODUCT, SERVICE OR ENTITY THAT INSTILLS LOYALTY BEYOND REASON.
- 24. “THE ESSENTIAL DIFFERENCE BETWEEN EMOTION AND REASON IS THAT EMOTION LEADS TO ACTION WHILE REASON LEADS TO Donald B. Calne CONCLUSIONS.” Professor of Neurology University of British Columbia
- 25. left brain right brain logic emotions “THE WIRING OF THE BRAIN FAVORS EMOTION - THE CONECTIONS FROM THE EMOTIONAL SYSTEMS TO THE RATIONAL COGNITIVE SYSTEMS ARE STRONGER THAN THE CONNECTIONS THAT RUN THE OTHER WAY .” Joseph LeDour Professor of Neuroscience New York University
- 26. RESPECT RESPECT RESPECT RESP LOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE L RESPECT
- 27. BRANDS high respect low love LOVE PRODUCTS FADS low respect high love low love RESPECT low respect
- 28. LOVEMARKS high respect high love LOVE RESPECT
- 30. SHARE THE VISION
- 31. HOW MUCH DOES THE METAL MOVE YOU?
- 32. MYSTERY INTIMACY SENSUALITY
- 34. 1 MYSTERY GREAT STORIES
- 35. 1 MYSTERY GREAT STORIES
- 36. 2 PAST, PRESENT + FUTURE MYSTERY
- 37. 2 PAST, PRESENT + FUTURE MYSTERY
- 42. SECRET INGREDIENTS 5 MYSTERY
- 47. THE LOVEMARKER warm warm coldcold hot hot performance mystery great stories innovation past, present & future quality taps into dreams service secret ingredients identity mythic characters value sensuality touch reliability trust taste commitment smell easy sound openness vision security reputation intimacy togetherness leadership emotion honesty empathy Responsibility inspiration efficacy
- 48. .com
- 49. “ GRAVITATION IS NOT RESPONSIBLE FOR PEOPLE LOVE FALLING IN ” - EINSTEIN