7. “ The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions.” Donald Calne, Neurologist 7 WHY LOVEMARKS?
8. People feel about brands the way they feel about people 8 LOVEMARKS
20. Quantitative Usage in the category Demographics Brand awareness Frequency of use Future buying intentions 20 METHODOLOGY
21. Qualitative Image and word associations Projective techniques - collages, guided dreams, story-telling, archetypes Image and word data banks Cultural responsiveness 21 METHODOLOGY
26. 26 Cars VALIDATION Love Respect Nissan Chevrolet Toyota Volkswagen Honda Hyundai 2.4 2.6 2.8 3 3.2 3.4 3.6 3.8 4 4.2 1.8 2.3 2.8 3.3 3.8 4.3 INTERNATIONAL
27. 27 New Yorker Subscribers VALIDATION Love Respect 1.5 2 2.5 3 3.5 4 4.5 5 1.5 2.5 3.5 4.5 INTERNATIONAL
28. Love Mystery Sensuality Intimacy 28 VALIDATION INTERNATIONAL
29. Respect Trust Reputation Performance 29 VALIDATION INTERNATIONAL
30. Consumers are far more likely to purchase their Lovemark in the future 30 VALIDATION Cereals - Future Intentions Respect Brands p=0.53 Lovemarks p=0.88 Products p=0.26 Fads p=0.66 Love Cars - Future Intentions Respect Brands p=0.39 Lovemarks p=0.72 Products p=0.17 Fads p=0.66 Love INTERNATIONAL
31. Consumers use their Lovemarks more often (days per year) 31 VALIDATION Fads 41 Products 5 Lovemarks 119 Brands 26 INTERNATIONAL
32. Volume increases in each quadrant - cereals 32 VALIDATION Respect Brands Increases future purchasing intent by 66% Multiplies usage frequency c.5 times Lovemarks Products Increases future purchasing intent by 238% Multiplies usage frequency c.23 times Fads Increases future purchasing by 33% Multiplies usage frequency c.3 times Love INTERNATIONAL
33. Volume increases in each quadrant - cars 33 VALIDATION INTERNATIONAL Respect Brands Nearly doubles buying intent Lovemarks Products Multiplies buying intent fourfold Fads Increases buying intent by a tenth Love
36. In-depth Lovemarks Study Benchmark against 3-4 competitors Value of being a Lovemark Lovemarker diagnostic Segmentation insights Integrated qualitative/quantitative Vivid insights Practical conclusions 36 THE OFFER
38. $US40,000 or £24,000 for Lovemarking Study of 300 sample Travel costs not included 38 THE OFFER
39. Versatile Emotivation Idea Testing Designed to nurture breakthrough ideas Heartbeat Relationship Monitoring An emotion based brand tracking system 39 LOVEMARK RESEARCH
40. Lovemark Hothousing Three day workshop Senior level clients Agency teams 40 NEXT PHASE OPTION