Lovemarks Effect
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Transcript of Lovemarks Effect
thelovemarkseffect
WINNING IN THECONSUMERREVOLUTION by Kevin Roberts
SANGMIN LIMdesignplanner.wordpress.com
SANGMIN LIMdesignplanner.wordpress.com
High Love, High Respect
What is Lovemark?
KeyIngredients
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Mystery
“People love the spark of curiosity, the thrill of the unknown.”
Great storiesPast, present, and futureTaps into dreamsMyths and iconsInspirationDisney World – “the greatest place on earth”
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Sensuality
“Senses speak to the mind in the language of emotions”
SoundSightTasteTouchScent
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Intimacy
“Intimacy invokes empathy, commitment, and passion.”
CommitmentEmpathyPassion
LovemarksStories
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Aveda
“I have travelled the world, lived in Europe, have lived in Pakistan, as well as travelled extensively in India and other parts and it makes me happy to know that Avedacares about our earth” <source:lovemarks.com>
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MINI
“It makes driving a joy. It makes me smile when I spot it in the parking lot. It has toggle switches. It makes me feel it was designed with me and only me in mind” <source:lovemarks.com>
CreatingLovemarks
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Start with respect
Mandarina Duck“Our products respect the people who buy themIn the sense that they’re functional and fresh,They are worth the price, and they have a styleThat isn’t imposing.” –Brand Manager
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Get close to consumers
Ben & Jerry’s“We don’t need everyone to like us,Just some people to love us-passionately.” –CEO Walt Freese
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Find out where you stand
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Transform with mystery
Camper“Being from the Mediterranean is the source of our authenticity. The rural atmosphere, history,Culture, and landscape all influence Camper’sAesthetic and values.” –Founder Lorenzo Fluxa
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Transform with sensuality
Aveda“I am not interested in competingI’m interested in making a contribution.If someone else is doing organic, I consider them a colleague” –Horst Rechelbacher
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Transform with intimacy
TIFFANY & Co.“The Tiffany’s customer feels proprietorialAnd often calls the company ‘my Tiffany’s.To many, it was the Tiffany’s of their parents, grandparents, and great grandparents” –John Loring
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Create a lovemarks community
KIEL’S“One of the purposes of our existence isTo improve the quality of the community in Some way and to share our passion” –Philip Clough
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Source: Lovemark Effect by Kevin Roberts, www.lovemark.com www.aveda.com www.camper.com www.mini.com