Lovemarks | velibahceci 2013here we go!

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There are brands that you just buy everyday, every week. Same brand.

It’s not exciting, it is a very normal activity for you. It is not a brand actually. It is just a

bland.

By the way there are some brands that;

Inspire passionInspire devotionGenerate loyalty beyond the reason

In fact you know some of these brands. For example mine are

*Apple, Starbucks, Ikea, Nutella, Google, GS.

These are the brands that people talk about. These are the brands that people will stay up all night for. These are the brands that people never give up. These are the brands that would cause riots if they were taken off the

market.

These are the brands that create a kind of madness.

The madness we call it LOVE.

Lovemarks theory is based on a simple premise: human beings

are powered by emotion, not by reason.This is the essence of the Lovemarks argument.

If you want people to take action —whether for something momentous, like voting for a

president, or seemingly mundane, like buying one brand of facial tissues over another—

you need to appeal to their emotions.

Neurologist Donald Calne perhaps said it best: “The essential difference between

emotion and reason is that emotion leads to action while reason leads to

conclusions.”

How can we create the kind of appeal that makes people

feel inspired or laugh or cry?

First, we must realize that brands don’t just get it by asking. They start by giving love,demonstrating that they love the people who buy them.

This big change comes when brands STOP THINKING about their customers as

“them” and start thinking about “us”

When marketers make this change, they start rewarding their customers every day with brand experiences

that have s p e c i a l r e s o n a n c e i n t h r e e k e y a r e a s ; :

1. Mystery2. Sensuality3. Intimacy

1Of all the potential aspects of emotional resonance, perhaps none is more important than the

sense of mystery that comes from great storytelling .

A n n e t t e S i m m o n s, an expert in storytelling , puts it precisely: “When you

tell a story that touches me, you give me the gift of human

attention—the kind that connects me to you, that touches my heartand makes me feel more alive. ”

Stories have HUGE VALUE in business as well. Their direction is always to people.

and of course a story cannot be told without any characters or emotion

and sensory details. Telling your story is the best way to capture people.

EXAMPLE: Apple - Steve Jobs, Books, Documentations, Movies

Steve has a story and also Apple does. This is the mystic side of AppleI think. And millions of people connected Apple with this story.

Another example? ­ Starbucks.

starbucks has also a great story and culture.

2Sensuality is another aspect of EMOTIONAL ENGAGEMENT that too many

brands ignore.

But Lovemarks ASK ­­­> themselves ;

“What does our brand smell like, taste like,

LOOK like, SouND like, and FEEL like?”

These are not easy questions, but the best brands find answers. In this question we

have taste and smell . And they sounds interesting for companies which are not in “ food ” or “perfume ” business.

Most marketers don’t immediately think that taste or smell are relevant. But these are almost100% guaranteed ways to stretch your brain about your brand.

EXAMPLE: Have you ever heard Hollister? It is a READY WEAR company located in USA.

Almost at any mall in USA people can smell Hollister at a slightly

shorter distance. Many of customers like that smell and they recognize it everytime. Moreover, this odor is

on sale at amazon.com :)

As you see that Hollister gets sensuality.

3

Intimacy in other words connectivity.

It is beautiful thing close to human hearth. It is developing closeness and

trust relating on a personal level.

Shareholders is important for a company. But when the company decide to focuse on its

shareholders, not its customers that won’t be a suprise that the company L O S T .

You have to talk and listen, give to get your customers.

Develop closeness & trust relating on a personal level.

Try to avoid commodification .

Caution! Intimacy can be contentious because its personal.

EXAMPLE: Dads In Brief Video

This is intimacy but it’s too much intimacy :)

The Love/Respect axis . . .

How do you know when you have gotten there?Marketers need to know where the lovemarks stand in the beginning?

and how well they are doing along the way to building a Lovemark

To help them, Kevin Roberts created the “Love/Respect Axis.”

This axis allows companies to measure how much consumers respect their brands versus

how much they love them. ?

Low respect and low love? You are a commodity.

Low respect and high love? You are probably a fad.

High respect and low love? You are a solid brand with a big opportunity.

High respect and high love? High respect and high love? Congratulations! You are a

Lovemark.

*BRAND VS LOVEMARKS*

The great brand journey is coming to an end.

Products to trademarksTrademarks to brandsBrands to LovemarksWe now have to step up from brands to Lovemarks.

Creating Lovemarks - Principles:Be Passionate!

If you don’t love your business they won’t either

Customers can smell a fake. If you’re not in Love with

your business, they won’t be either.

Involve CustomersBe committed to change

Involve them in everything, and make your own

commitment to change. Be creative.

Celebrate Loyalty

They must be full participants

If you want loyalty, you have to be consistent. Change is

fine, but both partners must be willing participants.

Find, Tell & Retell Great StoriesThis opens up new feelings, meanings & connections

Lovemarks are infused with powerful stories which can

become legends in their own time.

Accept ResponsibilityLovemarks are the top of their class to devotees. The

passion for Lovemarks can be intense.

Be prepared for the

reaction your Lovemark creates!