Lovemarks - Applying the power of love to build brands

TO BUILD

PRESENTATION TO designTHINKERSOCTOBER 25, 2002

APPLYING THE POWER OF LOVEBRANDS:LOVEMARKS

VISUAL SYMBOLIC ICONIC

FUNCTION VALUES SPIRIT

PRODUCT BRAND LOVEMARK

9%

SALES

IS YOUR CLIENT LIKE SPOCK?

DDDDDDDD D D D D D

SAMENESS1

2BRAND PROLIFERATION

THEN NOW

BACKLASH3

brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brandbrand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brandbrand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brandbrand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brandbrand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brandbrand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brandbrand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand4OVER-USE SYNDROME

“Even ecstasy tablets have beenbranded with the Euro logo.”

“Anybody that wants to be anybodywants to build their own brand.”

“Nation states, regions and towns,individuals and institutions… are

adopting the tools and techniquesof branding.”

“Madonna, The Godfather, and The Catcher In TheRye… They’ve become brands in their own right.”

brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brandbrand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brandbrand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand

AND COUNTING… 354

hostile

secret affair

best friend

dependency

enslavementrebound

arranged marriage

familycasual friends

childhood friends

fling

specialized friends

romanticmarriage

THE TYPES OFRELATIONSHIPS BETWEEN

PEOPLE AND BRANDS

S.Fournier (1998), “consumers and their brands: Developing relationship theory in consumer research”, Journal of Consumer Research

courting

14

THE CASUAL FRIEND

Time

Growth/Decline/Plateau

Low emotional involvement & intimacyInfrequent contactOften short-lived cycle

Closeness

THE FLING

Time

Speedy Growth/Decline

High emotional rewardNo commitmentNo demandsShort-term

Closeness

ClosenessTHE ROMANTIC MARRIAGE

Time

Stable Maturity

Voluntarily imposedLong termCommitted even through adversityHigh love/intimacy/trustExclusivity commitment

Closeness

A IS PRODUCT, SERVICE OR ENTITY THAT INSTILLS

LOVEMARK

LOYALTY BEYOND REASON.

“THE ESSENTIAL DIFFERENCE BETWEEN

CONCLUSIONS.”Donald B. Calne

Professor of NeurologyUniversity of British Columbia

WHILE REASON LEADS TOACTION

EMOTION LEADS TOEMOTION AND REASON IS THAT

left brainlogic

right brainemotions

“THE WIRING OF THE BRAINFAVORS EMOTION

- THE CONECTIONS FROM THE EMOTIONALSYSTEMS TO THE RATIONAL COGNITIVE

SYSTEMS ARE STRONGER THAN THECONNECTIONS THAT RUN THE OTHER WAY .”

Joseph LeDourProfessor of Neuroscience

New York University

LOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE L

RE

SP

EC

TR

ES

PE

CT

RE

SP

EC

T R

ES

PE

CT

RE

SP

BRANDShigh respect

low loveLOVE

FADShigh lovelow respect

PRODUCTSlow respect

low loveR

ES

PE

CT

LOVEMARKShigh respecthigh love

LOVE

RE

SP

EC

T

SHARE THE VISION

HOW MUCH DOES THE

METAL MOVE YOU?

MYSTERY

INTIMACY

SENSUALITY

GREAT STORIES

MYSTERY1

GREAT STORIES

MYSTERY1

PAST, PRESENT + FUTURE

MYSTERY2

PAST, PRESENT + FUTURE

MYSTERY2

3TAPS INTO DREAMS

MYSTERY

3TAPS INTO DREAMS

MYSTERY

3TAPS INTO DREAMS

MYSTERY

MYTHIC CHARACTERS

MYSTERY4

5SECRET INGREDIENTS

MYSTERY

SMELL

SENSUALITY6

SOUNDSENSUALITY7

8PASSION

INTIMACY

8INTIMACYPASSION

inti

macy

se

nsu

ali

tym

yste

ryp

erfo

rma

nc

ere

puta

tion

trust

innovation

quality

service

identity

valuereliability

commitment

easy

openness

security

leadership

honesty

Responsibility

efficacy

great stories

past, present & future

taps into dreams

secret ingredients

mythic characters

touch

taste

smell

sound

visiontogetherness

emotion

empathy

inspiration

hot

wa

rmcold h

ot

wa

rmcold

THE LOVEMARKER

.com

GRAVITATION IS NOTRESPONSIBLE FOR PEOPLE

LOVE“

”

- EINSTEIN

FALLING IN