This goes out for all the LADIES! MAC cosmetics as a Lovemark, do you agree? Even though, the cosmetic industry is one of the most competitive and quick changing FMCG’s industries, MAC is a brand that is aspirational for its … Continue reading
The Beatles are a phenomena! Their music never gets out of fashion and endless covers are played every day in radios, music channels, concerts and playlists. They are legends, icons and a Lovemark!
But what makes the Beatles so loveable?
They were four nice guys from next door with charisma and most importantly, that played simply awesome music. If you ever tried to play a Beatles song by your own, you will notice that most of them are four-chord songs and not too hard to play. But the simplicity and catchiness of their songs, is what makes the Beatles geniuses!
Considering the Beatles a Lovemark and analysing their secret recipe made me notice one important factor that differentiate Lovemarks from brands: They go with the time and reinvent themselves constantly new!
The Beatles definitely did this and are still doing it! Not only the music developed but also the outfits, the messages and the personalities of the group members. Its an organic process to grow with your challenges and to adapt to the changing environment you are living in. A Lovemark should never miss to do so. It is important to remember the roots but it is essential to go with time and recognise that you cannot stop the world from changing.
So I can conclude that one of the Lovemark secrets lies in the ability to adapt and to reinvent oneself but at the same time remaining loyal to one’s roots, values and principles.
“Tot el camp, és un clam
som la gent blaugrana
Tant se val d’on venim
si del sud o del nord
ara estem d’acord, ara estem d’acord,
una bandera ens agermana.
Blaugrana al vent, un crit valent
tenim un nom el sap tothom:
Barça, Barça, Baaarça!”
Football as a Lovemark! It seems to make sense, since all of you have either a certain club in their hearts or know some (male) fanatic, who is loyal to one certain club. The Football Club Barcelona is certainly one of them, it is not only loved and adored in Barcelona but its popularity goes far beyond the city, the autonomous community of Catalonia and even beyond Spain!
Barca has fans all over the world, people that have never been in Barcelona nor in Spain claim to love the club truthfully. Why? Because Barca plays great football and succeeds in the international football environment and it is just more fun to support a team that wins! But Barca is more than that, Barca fascinates.
- The players are great characters like Lionel Messi that is one of the greatest football players of all time.
- The history and tradition represents the Catalan identity and the seeking of independency against the fascistic Franco-regime connects emotionally with all Catalans and with people worldwide.
- Fun and the party go along with being a Barca fan, such as the catchy songs http://www.youtube.com/watch?v=UXd0SKLf5Yo and the great celebrations of victories in Las Ramblas and Canaletes in Barcelona.
- Celebrities like Shakria are married with the players and get them on stage to their concerts and support them in the stadium.
- The symbolic colours blaugrana are typical for the team and representative of the Catalan independence movement.
- Barca merchandise is one of the best marketed football merchandises. You can find the shirts and everything else with the club’s colours all over the city.
- You will be entertained no matter if in the Club museum or during a game at the Camp Nou stadium.
If you are a fan of Barca, you are part of something big: pride, victory and excellent football.One of Spain’s big Lovemarks.
PS: I hope one special person and all the other Madrileños forgive me to have posted about Barca:) Of course there are more Lovemarks in football, such as Real Madrid, for instance. If you disagree or want to read about another club, you know what to do: Let me know:)
New York City is a legend…the most famous city of the world that represents the American Dream: Because in New York, nothing seems impossible! Here it seems, you can reinvent yourself and make your dreams come true. “From a dishwasher to millionaire!” Everybody can make it in the city of endless opportunities.
I personally, have never been there, but it is a place that stands definitely on my bucket list! A city I really want to see before I die! And even though I have never been their, I feel familiar with this great place. Not at least because there are endless songs, series and movies, stories and legends, that have NYC as protagonists.
New York is a Lovemark! Yes, even places, cities and countries can be Lovemarks, and NYC does great in advertising itself: Everybody knows the famous I ❤ NYC T-shirt, the baseball cap, the hoodies, cups,… And meanwhile almost every city in the world has followed and launched its own I ❤ XXX merchandise. People love the “I love XXX” concept!
Great job, New York!
Now, bloggers and followers, its YOUR turn: I am wondering if there any other places you would love mark?
The French vintage Champagne brand Dom Pérignon is first of all a status symbol, that what makes it to an aspirational luxury product that is exclusively for the upper class and out of reach for many. A good example for the myth beyond this Lovemark can be found on the Dom Pérignon official website:
“Dom Pérignon is vintage only.
Each Vintage wine is created from the
best grapes grown in one single year.
To reinvent itself by interpreting
the unique character of the seasons.
To dare to not declare the Vintage when
the harvest does not meet its ideal.
Such is the commitment
of Dom Pérignon.”
In 2005, a limited edition bottle of Dom Pérignon was one of the most expensive champagnes in the world with a price of $40,000. Sold in three-liter bottles, the Dom Perignon White Gold Jeroboam was sold to commemorate the New Year. Much of its price, however, is surely due to the white gold bottle from which the expensive wine takes its name.
Are spirits and wines Lovemarks to you? And if yes which ones and why? I am looking forward to hear your opinion!*
LOVEMARK SURVEY: CLICK HERE!
Everyone, knows her and everyone loves her! Men as a sexsymbol and women as an idol of beauty and femininity.
Marilyn Monroe is definitely a Lovemark. And I am sure, she will remain one. People admire her and get inspired by her pictures and movies. Many people decorate their homes with a copy of the famous Andy Warhol pop-art. Moreover, Marilyn Monroe in her famous white dress trying to resist the wind, is one of the most seen Halloween and Carnival customs and never gets out of fashion.
Applying Saatchi & Saatchi’s theoretical concept for the definition of Lovemarks (which you can find above at the page “The Lovemarks Philosophy”), I would say, Marilyn Monroe is a textbook Lovemark:
She is surrounded by a glowing mystery, that’s what makes her so sexy. She is always perfect, always in her role as icon, not someone you would talk to on the street, but someone aspirational that seems out of reach to people like you and me.
She is definitely sensual and inspiring, wearing bright colours and always a red-tone lipstick, shining blond hair and not as skinny as the models of the 21st century.
And even though, she seems unreachable she turned out to be just a girl that wants her audience to love her, which can be seen as intimate side.
In deed, a person can be a brand, even a Lovemark. Personal branding is in the global village we live in, where everything comes closer together and cultures and people assimilate more important than ever! A really interesting blog“The brand is you” is talking about this topic and how you can become a successful brand, too.
But do you think it is easy nowadays to become a real Lovemark? Do you know a public person that you would describe as a Lovemark? In times of celebrities showing off their houses, publicly divorce and reveal every part of their body and even film their beauty-surgery, mystery is hard to maintain, don’t you think?
Samba, Colours and Joy! Havaianas come from Brazil, that’s why we love them. The Country Of Origin image is one of the most important competitive advantages of the company. Havaianas sandals own the biggest sandal market share because customers are convinced of the quality and the fashionable emotional value. This is keys of the brand’s success and hard to replicate by its competitors.
Interestingly, the brand charges very low prices for the plastic flip flops in Brazil, where they used to be the foot wear for lower class workers. In the rest of the markets in North America, Europe and Asia, Havaianas are relatively expensive, keeping in mind that they are simple plastic sandals. Nevertheless, the concrete texture that makes the shoes soft and comfortable is hard to copy.
What makes Havaianas a lovemark is that it brings a part of the Brazilian passion & freedom to you and makes your feed happy.
Starbucks is another brand that provokes bipolarity. There are the Fans that prefer the Starbucks coffee-creations over any other coffee-shop and there are the Haters that consider the coffee as too expensive, the product as not fair traded and the people that actually consume it as stupid.
But fact is that Starbucks created a perfect workplace for the technological depended world nowadays. Its coffee-shops offer a place where you are invited to stay even after you drank your coffee and work with your internet device and the free WiFi. The concept is great and was innovative but now many followers copied and improved it and even offer cheaper prices.
Nevertheless, Starbucks remains still a Lovemark, customers maintain loyal not at least because Starbucks is considered as the “original” one. Entering the office or the University holding a Starbucks plastic cup still goes along with a feeling of business-life and big-city-stlye.
Who is nowadays uploading snapshots that haven’t been improved with Instagram before? It is so easy and the result is just great: chose a filter, put a frame and your pictures look artistic and professional. No matter if it is a sunset, your fingernails, a cute dog or a selfie:)
Within the Instagram communicate you can explore the pictures from hobby photographers and celebrities all over the world and collect likes for your own pictures.
Instagram is definitely a lovemark to me: from all the photoshop applications I have on my phone, Instagram is the only one I use.
And of course, Instagram has its own song on youtube.com: Contribute to Instagram