The document discusses the difference between brands and lovemarks. It provides principles for building a business code of conduct to transform a brand into a lovemark. These principles include performing well, pursuing innovation, committing fully to customers, nurturing integrity, and never failing reliability tests. The goal is to create deep emotional connections with target customers so that they feel loyalty and love for the brand rather than just needing it as a commodity. Lovemarks are remembered long-term while brands can fade quickly.

1. BRAND vs LOVEMARK
Delivers Information
Recognized by customers
Generic
Presents a narrative
The promise of quality
Symbolic
Defined Internally
Statement
Defined attributes
Values Driven
Professional
Marketing Campaigns
Nurtures Relationships
Desired by customers
Personal
Creates a love story
The touch of sensuality
Iconic
Infused by all
Story
Wrapped in mystery
Based on Spirit
Passionately creative
Ideas Incubator
ADAPTED BY DEY DOS

2. PRINCIPLES TO BUILD OUR
BUSINESS CODE OF CONDUCT
To avoid being a “going nowhere brand” and become a Lovemark.
q Perform, perform, perform
q Pursue Innovation
q Commit to total commitment
q Make it easy
q Don’t hide
q Jealously guard your
reputation
q Get in the lead and stay there
q Tell the truth
q Nurture integrity
q Accept responsibility
q Never pull back on service
q Deliver great design
q Don’t underestimate value
q Deserve trust
q Never, ever fail the reliability
test

3. Most major brands are stuck
here. Sure, they offer
functional benefits, but it stops
there.
Customers need them, but
do not crave or love them.
Commodities like public
utilities usually belong to this
quadrant.
You do NOT want to be
here.
This is your goal.
Deep emotional connections
with your target customer.
You create real, impactful
value and they pay you back
with loyalty, love and restless
promotion.
BRANDS LOVEMARKS
It can be fun to get here, but
you won’t be remembered next
month or next year, like
hairstyles and pop stars.
A good place to be for a
while.
PRODUCTS FADS
LOW LOVE
LOW RESPECT
HIGH LOVE
LOW RESPECT
LOW LOVE
HIGH RESPECT
HIGH LOVE
HIGH RESPECT