Wednesday, November 16, 2005

Can You Convert Your Brand to a Lovemark?

Lovemarks, by Kevin Roberts CEO Worldwide of Saatchi & Saatchi

Traditional Branding .... Lovemark Branding

Brand ............................ Lovemark
Recognized by consumers ... Loved by People
Generic .................... Personal
Presents a narrative .......... Creates a Love story
The promise of quality ......... A touch of Sensuality
Symbolic ................... Iconic
Defined .................... Infused
Statement .................. Story
Defined attributes ......... Wrapped in Mystery
Values ..................... Spirit
Professional ............... Passionately Creative
Advertising agency ......... Ideas company

To this list of lovemark attributes, I would add only one:

True to All ................ Relevant to One

The brand message that is true to the universe will likely be some piece of rhetoric that has no meaning at all. To be loved, is a personal experience. Your brand should be relevant to me and then I will feel it.

2 Comments:

At 11:30 AM, Anonymous Tom Asacker said...

Right? And he uses Tide laundry detergent as an example. He's the King of Spin!

 
At 3:46 PM, Blogger Dale Wolf said...

My wife loves Tide and would not switch if her life depende on it.

Spin is not always bad ... if it gets us marketers to truly care about our customers instead of lip service. When we make the conversion and understand the context of the relationship, then "love" (like "I love chocolate!") is gonna happen.

 

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