“Brands have run out of juice. More and more people in the world have grown to expect great performance from products, services and experiences. And most often, we get it. Cars start first time, fries are always crisp, dishes shine. Saatchi & Saatchi looked closely at the question: What makes some brands inspirational, while others struggle?”
And they came up with the answer:
Lovemarks: the future beyond brands
Therefore, Kevin Robert’s book with the same title: “Lovemarks, the future beyond brands” will be my primary source. http://www.lovemarks.com
The main idea of the author is that a century ago COMMODITIES were replaced by BRANDS in order to differentiate from competitors, in the last
decades deeper loyalty was triggered by the concept of TRUSTMARKS and nowadays, the time has come for LOVEMARKS that include a developing and enduring relationship with the customer.
The TRUSTMARK concept embodies the realisation of marketeers that RESPECT and TRUST are essential in order to provide a successful product.
The LOVEMARKS philosophy goes one step further: A brand that unites both, RESPECT and the biggest feeling
of all LOVE.
In 2013, Marketing is all about EMOTIONS, because marketers realised a simple thing: that we are all about emotions and we want to be touch
ed at our hearts.
The emotional resonance of Lovemarks is given by three components:
Great Stories behind the brand’s past, present and future, dreams, myth and icons, inspiration
Sound, Sight, Smell, Touch and Taste
Commitment, Empathy, Passion
“Lovemarks are not owned by the manufacturer, the producer, the business. They are owned by the people ,who love them.”
Lovemarks are totally personal and lovemarks can be anything: A person, a country, an organisation…Lovemarks are charismatic brand that enjoy loyalty beyond reasons, that is what makes them billion-dollar brands.