lovemarks effect preview
Post on 08-Apr-2018
229 Views
Preview:
TRANSCRIPT
-
8/7/2019 Lovemarks Effect Preview
1/11
featuring insights from
SILVANO CASSANOCEO, Benetton
CARL ELSENERCEO, Victorinox
JOHN FLEMINGChief Marketing Officer,
Wal-Mart
WALT FR EESECEO, Ben & Jerrys
MALCOLM GLADWELLaward winning writer
MAURICE LVY, President, Publicis Groupe
JOHN LORINGDesign Director,
Tiffanys & Co
ARNO PENZIASNobel Laureate
TOM PETERSCEO, Tom Peters Company
MARY QUANTfashion designer
MARY ROBINSONformer President, Ireland
RENZO ROSSOCEO, Diesel
J IM STENGELGlobal Marking Officer,
Procter & Gamble
JOHN WAREHA Mbusiness mentor and author
ALAN WEBBERCo-founder, Fast Company
KEVIN ROBERTS CEO WORLDWIDE, SAATCHI & SAATCHI, IDEAS COMPANY
thelovemarks
effectWINNING IN THECONSUMERREVOLUTION
-
8/7/2019 Lovemarks Effect Preview
2/11
THE LOVEMARKS EFFECT THE LOVEMARKS EFFECT
Contents
BRANDS
Low Love
High Respect
LOVEMARKS
High Love
High Respect
PRODUCTS
Low Love
Low Respect
FADS
High Love
Low Respect
LOVE
R
ESPECT
As CEO Worldwide of Saatchi & Saatchi, Ideas Company, Kevin Robertsleads an international team of 6,500 creative people. A dedicated trav-
eler and sought-after speaker, he is a source of inspiration to thousandsof people through his business vision, clarity of purpose, and inimi-table, straight-talking style. Roberts is CEO in Residence at CambridgeUniversitys Judge Institute of Management, and Professor of Sustainable
Enterprise at both the University of Limerick in Ireland and at theUniversity of Waikato Management School in New Zealand. He hashomes in New York, St. Tropez, and Auckland. With staff in 132 offices
and 82 countries, Saatchi & Saatchi works with several of the worldsmost successful companies. Saatchi & Saatchi transforms brands, busi-nesses, and reputations by drawing upon the power of world-changingcreative ideas.
Love/Respect Axis
The Love/Respect Axis is a fantastic way
to separate Lovemarks from brands, fads,
and commodities. Rememberto be a
Lovemark you must have high Respect. No
Respect, no Lovemark.
IntroducingKevin Roberts
1. L IS FOR LOVEMARKS
An introduction to the transforming
potential of Lovemarkshow they have
been taken up, their emotional impact,
and what comes next in the Lovemarks
story. Featuring Alan Webber, Co-
founder, Fast Company; and Maurice
Lvy, Chairman and CEO, Publicis
Groupe.
2. CREATING CONSUMER DREAMS
To attract the new consumer we need
new ways of thinking and acting. A guide
to how to win consumer hearts by
attraction. Featuring Jim Stengel, Global
Marketing Officer, Procter & Gamble.
3. PLANET LOVEMARKS
A look at Lovemarks through the eyes
of Inspirational Consumers around
the world. Featuring Richard Hytner,
Chairman, Europe, Middle East and
Africa, Saatchi & Saatchi; and Malcolm
Gladwell, author.
4. CREATING LOVEMARKS
A guide to putting Lovemark principles
into practice featuring comments from
28 Inspirational Owners, CEOs and
senior marketers. Included are AVEDA,
Benetton, Ben & Jerrys, Camper,
Dansko, Kiehls, Montblanc, REMO
General Store, Segway, Silhouette, and
Victorinox.
5. ROMANCING THE SHOPPER
An investigation into wooing the shopper
with Mystery, Sensuality, and Intimacy.
Featuring John Fleming, Chief Marketing
Officer, Wal-Mart; and Andy Murray,Global CEO, Saatchi & Saatchi X.
6. FORM FOLLOWS FEELING
How design can create objects to fall
in love with. Featuring Tom Peters,
CEO, Tom Peters Company; Renzo
Rosso, CEO, Diesel; Inoue Masao,
Chief Engineer of the Toyota Prius;
Mary Quant, designer; Arno Penzias,
Nobel Laureate; Derek Lockwood,
Worldwide Director of Design, Saatchi
& Saatchi.
7. LOVE ONE DAY AT A TIME
Sustainability is the bottom line and
Lovemarks are a way to realize this
dream. Featuring Mary Robinson,
former President of Ireland; Professors
Mike Pratt, Waikato Management
School, and Roger Downer, University
of Limerick; John Wareham, business
mentor and author; and Mika, dancer
and performer.
8. HEARTBEATS
Measuring the ripples of Lovemarks
on the world stage required market
research as we knew it to be
reinvented. Featuring Kevin Dundas,
Worldwide Strategy Director, Saatchi
& Saatchi; and Peter Cooper, CEO and
John Pawle, Managing Director, QiQ
International.
9. LOVE GOES TO WORK
Saatchi & Saatchi people use Lovemarks
to inspire, create, and innovate. Eight of
Saatchi & Saatchis ideas people share
their insights for creating emotional
connections and making Lovemarks
live in the world. Featuring 26 pages ofexamples of Lovemarks at Work.
-
8/7/2019 Lovemarks Effect Preview
3/11
THE LOVEMARKS EFFECT THE LOVEMARKS EFFECT
We first presented Lovemarks in the September, 2000 issue of Fast Company.Back then I was talking Trustmarks, but a bottle of great Bordeaux turnedTrust into Love. Weve never looked back.
Taking the first Lovemarks book to the world has been a fantastic ridethe
response has been unbelievable. In China I talked with students who grabbedat Lovemarks like a life jacket. China is changing and these kids got it right
away. Any real change will come from new ideas like Lovemarks, not rehashedversions of old ones. They saw that Lovemarks means transformation, notincremental improvement.
Their response was echoed everywhere. Well have editions ofLovemarks: thefuture beyond brands (powerHouse Books, New York, 2004) in 16 languagesby the time you read this and we have people from 149 countries registered at
lovemarks.com. I was so energized by the whole experience, and the responsewas building so swiftly, that I knew we had to publish a new book fast, one thatshowcased what had been happening since we published Lovemarks.
The big news is that Lovemarks work in the marketplace. You can see it in thegrowing community on lovemarks.com, you can feel it in the responses weget from clients, and you can taste it in the numbers crunched in Lovemarks
research. We have proven, once and for all, that Lovemarks are guaranteedprofit generators and unbeatable consumer attractors. Tools like the Love/Respect Axis enable Inspirational Owners to examine their businessesand develop transformational ideas. They can help ideas people create the
astonishing iPod out of the MP3 player and the magical Cirque du Soleil out ofthe traditional three ring circus. To find out how Lovemarks can transform real
in the UK and working with many creative partners to create astonishingexperiences like the Lexus interactive billboard in Times Square.
Lovemarks in business
Its not only Saatchi & Saatchi who have been putting the Lovemarks philosophyto work. I have been delighted to see Love become a welcome guest in theworld of marketing. This is a big step up from when I used to mention theL-word and CEOs slid under their boardroom tables. Love is here to stay.
Emotional connections with consumers are an irrefutable differentiator in themarket.
Early on in the story I took the three vital Lovemarks elementsMystery,
Sensuality, and Intimacyto the auto industry. For Lovemarks to work it hadto be able to survive in one of the toughest, most macho businesses in theworld. I looked out at a sea of guys at J.D. Powers 12 th Annual Automotive
Advertising Strategy Conference in California and told them that movingmetal was an abysmal description of selling cars. Dont tell your customershow much metal you move, I said. Tell them how much the metal moves
you. Suddenly these tough car guys realized that what they felt for the beautiful
creatures they sold was Love.
Ive seen the auto industry, more than any other, take up the powerful imagery
and messages of Love and Lovemarks. Take a look at their most recent caradvertisementsthe emotions of ownership have replaced the conventionallisting of benefits. Everywhere I see the word Loveon billboards, intelevision commercials, and in print. At one stage there were so many hearts
Make way for consumers!businesses we talked with a wide range of Inspirational Owners. The stories
of these CEOs and senior marketers show a deep understanding of theirconsumers and an unwavering belief in the power of emotional connections.
Lovemarks thinking has transformed Saatchi & Saatchi from an advertising
agency into an Ideas Company. It inspires us to take our talents and passionsin new directions. Thats why you find us creating and managing a live band
in newspapers and magazines it was like a Valentines Day rash. Thank goodnesspeople are now digging deeper and seeing that the heart is just one symbol of
the Lovemarks connection.
Why would we discard emotions in business when they play such a central role
in our daily lives? The same human inpulses that create passionate connections infamilies and friends are the very ones we also need at work.
-
8/7/2019 Lovemarks Effect Preview
4/11
THE LOVEMARKS EFFECT THE LOVEMARKS EFFECT
PIXAR Okay, those fishin Finding Nemo are thecoolest characters ever cre-ated. I am a fish fanatic whospends her days sculptingand painting my own hom-age to everything that swims.
I love Pixar for the genius thatgoes into everything they do! Edith,
United States BANG & OLUFSENTruly an illustration of the beauty that can
unite art and technology. Take the earphones: asimple object that s both functional and aesthetically
pleasing. Great design and use of materials make theseearphones a unique investment. If only all the objects i n theworld could be both innovative and inspirational. Liming, Canada
CANON Canon is the clear leader in this race for digital imag-ing. Ive tried Sony and Nikon cameras, but when I look at the rich
colors emanating from my Canon images, I go into sensory overload!They make memories technicolor.Chen Yen, New Zealand SONAR 4When I was younger, I never dreamed I could now do the things that Imdoing now with this software. Ten to 15 years ago I would have neededtens of thousands of dollars to do the same things in a studio, and somethings that SONAR enables were not even possible back then. The toolsused by professionals are all available to me i n my home studio. SONARis like an extension of my creativity. I am realizing my dreams of creatingprofessionally-recorded music, and I have just had my first success withmusic placement in a recent Hollywood movie.Mao, United States KODAK How incredible is it to look at a picture of my child atone minute old, and compare it to a picture of myself at one min-
ute old? How incredible is it to look at the date on the backand notice the Kodak logo on both? George Eastman
really knew what he was doing when he foundedKodak. Its the only Lovemark I look for when
I want to preserve the best momentsof my life. Adrian, United States
L O V E M A R K S N O M I N A T I O N S
Coleman camping products
My family and I spent countlesschildhood weekends and holidays
camping in Alberta. We wereexposed to all forms of weatherusually on the same day. Sometimes
the only ray of light on our trips
was our boldly colored, highlyreliable Coleman camping gear.
From our coolers to our lanternto our two-burner portable stove,Coleman was there for us, neverletting us down. My Coleman
products have lasted as long as myuncompromising loyalty to them (Ibuy nothing else). How reliable is
Coleman? Thirty years later I stillhave the cooler, the lantern, andthe two-burner stove. They remindme of a special childhood full of
memories and are still around tocreate new memories with each
tripnow thats a Lovemark.Craig, CANADA
Chanel No.5
This was my first perfumemy
mum gave me one of those smallsample bottles when I was eight.Every time I smell it, it reminds meof how naughty and grown-up I felt
the first time I carefully took off the
lid and dabbed the scent, with myeyes closed, thinking that someone
was going to fall in love with me themoment they smelled me. Romance,glamour, and hopein a bottle.
June , SINGAPORE
lovemarks stories
LUXE city guides
Forget leafing through pages ofoutdated, uninspiring text, and
arriving at your destination onlyto find it dreary, misrepresented,or shut. No longer will you havetourist slapped across your
forehead as you dither aroundconfused, frustrated, and lost. TheLUXE guides contain secrets that
even the sassiest folks about towndont know. You will be cosseted,pampered, and revitalized, and youwill laugh till your drawers drop.
These guides condense each cityinto a glorious, golden nutshell. TheLUXE guides are simply beyond the
brand.
Grant , UNITED KINGDOM
-
8/7/2019 Lovemarks Effect Preview
5/11
THE LOVEMARKS EFFECT
Before you start out on the road to Lovemarks, you must have Respect.Too often I find businesses think of consumers as just another hurdle
before making a sale. The first job then is to turn suspect into Respect.Businesses have analyzed and measured Respect for decades. But it keepsslipping through their fingers. The trouble is that consumers keep changingand the stakes keep going up. Respect has to be earned again and again, just
as Love can only be given.
Heres the crunch question I have asked business leaders everywhere
is it better to be respected, or loved and respected? Theres no contest.Everyone wants both.
Consumers themselves treat Love and Respect as an indivisible whole.
Try thinking of your favorite relative. Can you separate the emotions youhave for them into neat Respect and Love boxes? Of course not. Peopleforget that Respect itself carries emotional baggage.
Just as we did for Love, we have worked out the most important elementsof Respect. Use it as a guide to action, not an excuse for more analysis.
START WITH RESPECT
1.
Take a long, hard look at the items on the list. Every one of them feels like a
routine business expectation, until you wrap some personal emotion aroundit, and focus on your brand. Continues...
PERFORMANCE
INNOVATION
QUALITY
SERVICE
IDENTITY
VALUE
TRUST
RELIABILITY
COMMITMENT
EASE
OPENNESS
SECURITY
REPUTATION
LEADERSHIP
HONESTY
RESPONSIBILITY
EFFICACYALovemarkisonlyas goodas
thepeoplewholoveit. Thats
whyLovemarkcompaniesattract
communities.Itsallaboutfamily.
Ifyoucanproveto consumersthat
youcareabouttheirwell being,their
futureandtheirrelationshipwiththe
brand,theywillrewardyouwith Loyalty
BeyondReason.
InthecontributionsbyCEOsof
Lovemarkcompaniesyouwillfind
somefantasticideastohelpyoustart
yourownLovemarkcommunity_from
Fluevogsencouragementofconsumers
tohelpinthe designoftheirshoes,
toRemosinfectiouswebsitethathas
takenonalife ofitsownas consumers
revelintheability totakecontroland
havefunatthe sametime.
7.CREATE ALOVEMARKSCOMMUNITY
LUSH
F irs t nom inated by Veronica,
ITALY
Sometimesourproduc tswillstartmerelya swordssuggested by
customersthat inspireusto make
products tomatch .HowdoIknow?B ecause Ioftentakepartinour
web-basedcustomerf orums.We
haveafanzinecalledLushTimes andfanswho callthemselvesLushies. I
attr ibute th is le ve lofloyaltytothe
factthatwewearourheartonoursleeve.
Mythoughtsonwhatmakesusa
Lovemarkarebest capturedbyt en
words:Provocative, Honest,Fresh,Innovative,Fair, GreatProducts,
Safe,Fun,Teasing.
MARK CONSTANTINE,
MANAGING DIRECTOR
3MPOST-ITNOTES
First nominated by Andre,
S OUTH AFRICA
Tobealovedbrandmeans
attractingloy altythedream ofeverymarketer.The brandisin
theconsumerseyes andtheresan
emotionalconnection.
WhenPost-it Noteswerelaunchedtheyc hangedtheof fice
environment.Nowt heyhavemore
thanone importantrole inourend-userslives.They allowpeople to
beintouc hwitho thersmothers
sendingnotesin theirchildrenslunchboxes,spouses leavingnotes
insuitcaseswhen theirhusbandor
wifetravels, messagesonbathroo mmirrors.
M. JEANNINE CURR IE ,
COMMUNICATIONS
MANAGER , 3M OFFICE
SUPPL IES DIV IS ION
HUFFER
F irs t nom inated by Char le s ,
AUS TRALIA
Myattitude is thatl i fe is abeautifu lth ingandbe inginbus iness is araw
exercise .Youlearnalotabout
yourselfandthewor ldaroundyou.Ilove the ideaofs tartingwith
nothingand makingsomething.
Everyonehas somethingvaluabletosay,sol is ten ingintentlyispart
ofit.Mostlywetryandplease
ourselvesando urbuddiesand letthedirectionandthe identitytake
theirown shape.
DAN BUCKLEY , FOUNDER
MANDARINADUCK
F irs t nom inated by Maite ,S PA IN
Ourproducts respectthepeople
whobuythem inthesense thattheyrefunctional andfresh,t heyre
worththepr ice ,andtheyhavea
s tyle thatisntimpos ing.Thisadds
uptoasensationofwhatIdcal lwellness.Thatin turncreatesa
leve lofconnectionthatisdifficult
toforge t.
Webe lieveRespectcanbe the
conduitfor LoveRespectfor
colle agues ,forcl ients , foral lthepeopleyouconnectwith .Thebest
waytoshowinteres ttowards
otherpeople isdosowithadutyofhonestyand truth.
MATTEO ATTI,
BRAND MANAGER
EVIAN
F irs t nom inated by B onita,
UNITED K INGDOM
ALovemark isnotjus tabrand
people love ,butalsoabrandthat
lovespeople: answeringtheirneeds,makingtheir lifeeasier,
fittingthe irwayofl i fe ,actingfor
theirwell-being.
Recognizedasasourceofyouth , Evianbe lie vesyouth isnot
aques tionofage ,butofattitude :
withEvian ,keepingbodyandm indyoungandhealthy iswithin
everyonesreach!
THOMAS KUNZ,
EXECUT IVE V ICE
PRES IDENT BEVERAGES ,
GROUPE DANONE
ThesensitivityIntimacydemandsof
usmeansthatofthe threeelements
ofLovemarks,Intimacyresponds
fastesttochange.Takethemobile
phone.Whatusedtobethe symbol
ofhard-chargingbusinesshasbecome
theclosestcompanionofmillions.This
transformationaloneshowsthepassion
peoplehaveforemotionalconnection.
ONE:TAKE ACTION
Onephrasethat irritatesthe hell
outofme is ,Ihearwhatyousay.Hear ingisone th ing,butdoingis
another.Howabouttak ingadeep
breathandsaying,Imgoingtoactonwhatyoujus tsaid.Toooften
pricelessconsumerinsights sitforgottenon someonesdeskor
harddriveunti ltheyare archived,
thentrashed. Iremembera clientshowingmeas tackofforms .They
were fromasurveydonetwoyearsbe fore,butneveranalyzed.Ilooked
atthe topshee tandthere incare fu l
handwritingwas thecomment, Youneedtotakemorenoticeofyour
customers.Thekey toIntimacy?
Listen,listen, listen,andac t.
TWO:BUILD IN LAYERS
Intimacyand Mysteryhave manyconnections.The specialsense
ofbe longingthatIntimacybr ings
iscreatedby revelation,notexplanation.Explore yourbrand
tofindresonanc esconsumerscan
uncover .Itcouldbeathoughtfulcomfortlike aluminescentdrink
holder forn ightdr ivingorabenchinexactlyther ightp lace inthe
store.
THREE:
REMEMBER BIRTHDAYS
Re lax .Imnottalk ingaboutpr inted
messagesincorporate greeting
cards.Rememberthe timeswhenagifttouchedthesweetspotand
firedupunforced enthusiasm?Howdoes th ishappen?Its s imple .
Theper fectgiftis al laboutthe
personwhorece ive s it,andits al laboutyouatthesametime .Itis a
greatemotional connectiontied upwitha ribbon.Yourconsumers cant
lovewhat youproduceunless they
canseeyoulove ittoo.
FOUR:LEARN TO LET GO
Customizationis thepragmatic faceofIntimacy.Thebarhascertainly
beenraisedinawor ldwhere
peoplecancusto mizeanythingf romtheirsneakersto theirautomobiles.
Thebigquestiontokeepask ingis :
wherecanconsumers getmoreinvolved?People liketopart icipate
whentheyhave meaningfulchoices.The fatherwhoshowsasonhowto
paintawall ,butneverhandsover
thepaintbrush ism is s ingthepoint
FIVE:GET INSPIRED BYFAMILY
Love is two-way.Its as s impleas
that.Whenyouforge tth is s impleru le ,peopledr iftaway.Use the
ideaoffam ilyasan inspiration in
yourbusiness.Identif ythesto riesandlanguage thatshowwhyyour
organ izationneeds todowhatitdoes ,ratherthanwhatmustbe
achieved.Sharingis thefoundation
offam ily.S har ingishowyoucreateafam ilythatisemotional ,proud,
andfiercelyloyal .S haringis theessenceofIntimac y.
6.TRANSFORM WITH INTIMACY
Humanslivethroughtheirfivesenses.
Theyaretherich contextthatallowus
tochoosebetweenthethingswelove
andthoseweavoid.
ONE:
TURN UP THE MUSIC
L is tthesongs thatcomecloses t
tothere lationsh ipyouwant
withconsumers .Dontjusttakelyr ics intoaccount.Pace ,tone ,
rhythm ,andvolumeallmakemusic
distinctive.I rememberMicrosoft
as tonishedthewor ldbyus ingtheRoll ingS tones h itS tartMeUpto
launchWindows 95 .Whatab ig
emotionalprom ise ! Iftheyhad
keptthatpassional ive theycouldhavebecomeoneofthemost
lovedcompanie s inthewor ld.
Todayanybrandcanopentheearsofconsumers .Jus tmakesure its
aboutthem ,notyou.Youwant
toentertainthem ,notputmore
marketingmashi ntotheir bowls
TWO.
EMBRACE SCREENS
Thehard, reflectivescreenis
usual lyregardedas theoppositeof
thesensuality ofLovemarks. Your
challengeis simplethen: reinventS ensual itysoitincludes thescreen
senses.A fte ral l ,the screenis
themarketplace forthis century.
5.TRANSFORM WITH SENSUALITYS creensp laytooursensesofs ightandsoundeveryday.Notonlyhas
themobile phoneelevatedt ouch,
deepin laborator ie saroundthe
wor ldscientis tsareworkingtocapture tasteandsme ll .Ge tthere
firs t.A sk theyounges tpeople in
yourbusinessho wscreenstouc h
theirsenses.Believe them.
THREE:ASK FOR A HAND
Fromdesigningc arsto designing
shoes,consumersa redoingit
forthemselves. Tothemitscus tom ization .Toyouitcanbe
inspiration.Sensuality means
ge ttingphys ical .Dontjustaska
fewques tionsandfilte routtheanswersyoudontl ike .Getpeople
toplaywithyourproduct, le tthem
getthe irhands intothepackaging
andencourage themtomakeprototypes thatwork forthem ,
nomatterhowwe irdtheyseem
toyou.The irfirs tattemptsm ight
looklike Frankensteinsmonster,buti fthere is thegermofan ideain
there the irhybr idwil lbeath ingof
beauty.Neverf orgetconsumers are
smartthatswhytheybuyyourbrand.
FOUR:GET IN TOUCH
B ewareofb landness inth is twenty-firs tcentury!Thebrands that
offernew sensualexperiences
willbecome leaders.Start simply.Whenyoupr intbusinesscards ,add
textureto thepaper.Try embossing
toleaveatouchmemoryinanyone
whoholdsone .Testal lyourpackagingwithtexture inm ind.L ive
withyourproducts .A smallbut
per fectchangecanmakeaproduct
s ingwithoutaddingcos t.
FIVE:DONT GET HUNG UPON TASTE
A lotofpeoplefindthesenseoftas teachal lenge .Iftheyarenotin
the foodbus iness theyfigure itis
irre levanttothem .Use tas teasa
surefirewaytos tre tchyourbrain .Imagineyou manufacturebricks.
Youm ightnotwanttoeatone ,but
br ick sdonthave tobe tas te le s s.
S tartwithabeautifu l lybu iltwallwiththecaptionthesweettas teof
success.Consider sponsoringa fine
foodawardorcreatingchocolates
thatlook likebr ick s .Theper fumecreatorDemeter havescents called
GrassandVinyl. Imsurebr ick
wouldbeabreeze!
LONELYPLANET
F irs t nom inated by Margar ita,
UNITED STATES
Recentlysomeone said LonelyPlanetis aboutthe ohwowandthedammit! moments .Thatsums itup
prettywell.
Ohwowwhentheguidebook
te l ls youaboutth is amazingrockartandrockyplateauatUbirr inK adau
NationalParksoamazingthatyou
almosthave tos itdowntoabsorbital l .Anddammit! whenyoure
suddenlylos tinas trangeplaceon
acold,wet,darknightwhereyoucantspeak the languageandyour
trus tygu idebookhe lpsyoufindthat
warmandsafebed!
Whatmakes LonelyPlanetspecial
forsomanypeople?Ithe lps
thembebrave,ithe lps themtakethe journeythattheym ightnot
otherwise take ,andithe lps them
connectwiththewor ld.
JUDY SLATYER, CEO
Lonely Planetcoverimageyoung
AboriginaldancerfromCape YorkPeninsula,Australia.
Drowningpeopleininformationis
amajorturn-off.Peoplelovetobe
intriguedandtomakediscoveries
forthemselves.Whyelsearesecret
formulassosuccessful?Whyelsedo
wehangoutforthe surpriseending?
ONE:
UNDERSTAND THEPOWER OF STORIES
Everybrandhasas tory,and
thebes tonesoftencome from
consumers.Identify thekeye lementsofagreats tory
character,setting, conflict,
p lot,s tyle ,andsoon.This isan importantwaytobeginto
understandwhyso mestoriesare
morepowerfult hanothers. Collecteverys toryyoucanfindabout
yourbrandandthengooutand
askconsumersfor anystoriest heyhave .Youwillbeamazedatthe
insightsthesesto rieswillo penup
foryou.
TWO:
START TELLING STORIES
S torytel l inghascomeback into
fash ionsothere s alotofhands -
onhe lpoutthere.Youmayneedanexperiencedstory tellerto get
youmovinginther ightdirection
butthebottom line is thatthese
4.TRANSFORM WITH MYSTERYareyours tor ie s .Peoplecantel l
whatsauthentic andwhats notinaheartbeat.Thepotential is
huge tobegintote l lyours tor ie s
ininnovative andexciting ways.Camperprovides thes toryofits
or iginswitheverypairofshoes it
sells.Peoplelo vethisco nnectionofthepas twiththepresentthat
makes them fee lpartoftheCamper
story.
THREE:GET INTO ICONS
Greaticons havealways worked
hardtobr ingasenseofMystery
tobrands. ThePillsbury Doughboywithh ischarminggigglehas
delightedgenerations ofconsumers.
Agreeonthe10mostfamous iconsinthewor ld,andtheninventone
ofyourown.Itwontbeeasy,but
there snobe tte rwaytoge tins ightintothebigtruthabouticonsthey
workwhentheyconnectwith
emotionaltruths .Thats alongwayfromacorporategraphicthatno
onecan remember.
FOUR:
BECOME DREAMMERCHANTS
Onceyouarenotatthecenter
layingdownthe law,there is room
forconsumers toparticipate.
Weknowthateverybrandmeanssomethingal ittlediffe rentto
everyconsumer.Love liesint hese
diffe rences ,andoneofthemostdynamicdifferences isdreams.
B yge ttingintouchwithwhat
consumersdreamaboutyoucanrevealprofound insightsinto their
needsandaspirations .Howyouge t
tothosedreams is le s s importantthanwhatyoudowiththem .
Shopperscould havedreamtfo rever
aboutsomehowtak ingare lax ingbreakint hesupermarket.This was
allfantasy untilsomesupermarkets
respondedbyo peningcoffee shopsintheir stores.
Therearemanydifferentpathsto
becomingaLovemark.Thiscanbe
intimidatingaswellasinspiring.
EntertheLove/RespectAxis.
TheAxisisruthlesslysimple,leavingno
placetohide.
INSPIRATION ONE:LOCATE
WorkthroughtheLovemarkselementsandloca teyourbrand
onthe Love/RespectAxis.Insomecases itm ighthe lpto
separatetheco mpanyfrom
thebrand,anditalwaysmakessense tobeclearaboutwhose
pointofviewyouare tak ing.Usuallyit willbet heconsumers
perspective,but youmaywanttocheckoutinves tors
orpartnersandseewhatdifferencesthis makes.
Ifyoure intometr icsyoucanevenuse theAxis toaward
points foreachLoveand
Respectquality, averagethemoutanduse theresulttoplot
yourposition.
Use thechartbe lowoftheLove
andRespectqual itiesandge tasenseofwhereyouares trong
andwhereworkneeds tobe
done.
FIND OUT WHERE YOU STAND
BRAND
LowLove
LOVEMARKS
HighLove
LowLoveLowRespect
HighLove
LowRespect
whereyourcompetito rshave
out-Lovemarkedyou.
Comeupwith50ideas thatcan
he lpclose thegap .Deve lopfive .
Leave thewhiteboardbehindandunleashyour ideas inthe
marketplace.
INSP IRATION FOUR:
STRETCH
Useyour ins ideknowledgeofyour indus try.S e lectfour
brands,onefo reachquadrantofthe Love/RespectAxis.
Deve lopspecific,actionablestrategiesfor howeachbrand
couldbecomea Lovemark.
Focusonthedifferences inwhatis requiredtoge toutofthe
fadquadrant, thecommodityquadrant,and thebrand
quadrant.
INSPIRATION TWO:GENERATE
Wherewouldconsumersput
yourbrando ntheLove/Respect
Axis?
Discuss thediffe rencebe tween
theperceptionof yourbrandsandbusinesscompared to
yourownthinkingaboutyourpositioning.Go throughthe
Lovemarkqualitiesand testeachone forways tobr ing
perceptionsandrealit yclosertogether.
Discusshowyoucanapplythe
Lovemarkqualitiesto yourbrandsorbusiness totakeyou
fromyourcurrentpos itiontotheLovemarksquadrant.
Comeupwithatle astfive
insightsandc onvertthemintoactionplans forpeople totake
wayandge ts tartedon.
INSPIRATION THREE:
COMPETE
Youknowwhereyourbrandsitsont heLove/RespectAxis.
Nowlocateyourtopfivecompetitors.
Work ingthroughthe
Lovemarkselements,decide
3.A fundamental of Lovemarks from
the beginning was that consumers
own the brand. What does this
mean? For a start, it requires every
Lovemark business to be more
interested in what consumers have to
say to them, than what they want to
say to their consumers. Sounds easy,
but plays hard.
Itseasytosurroundconsumerswith
yourimagesandmessages,butits
toughtoconnectwiththem.Hereare
fivewaystogetstarted.
ONE:FORGET WHAT YOUTHINK YOU KNOW
Everybusinessis convincedit
knowsitsc onsumers.Butdig
deeper .F romwhatIcansee ,mostofthatknowledgecanbe found
onadr iver s l icense .Youknow
where theyl ive ,butnothowthey
liveorwhotheyl ivenextto.Youknowthe irage,buthavenoidea
ofthe irdreams .Youcanknow
moreaboutglobalCEOs frombusinessmagazinestha nmost
companiesknow abouttheir own
consumers.Makea commitment
todofarbe tte r .S tartask ingthemwhatkeeps themawakeatn ight,
whattheywoulddoiftheywonthe lotte ryandhowtheyce lebrate
goodnews.
TWO:CREATE A CRUSADER
Youllneeda consumeradvocate.Raisethetemperature andcall
themacrusader. Thisaccelerates
themstraightoutofbe ingamoans -
and-complaintscoll ectorintosomeonewhosees consumersas
the irm iss ion .Thiswillalwaysbe
adifficu ltjobbecause itis about
creatingchange .Paythemwellandunleashthemon yourbusiness.
THREE:GET OUT OF THEOFFICE
WhenItalk aboutinvitingconsumers intotheheartofyour
bus iness ,Imnottalk ingfocus
groupswithp izzasandtwo-way
mirrors.Imta lkinggenuinet wo-wayconversations. Heresanidea: .
trytalk ingtopeopleonthe irown
terr itory,notonyours .Andgivethemcontrol.Le tthemse tthe
agenda,decideonthemenu,and
write theru le s .Therem ightbe time
forthe factorytouronceyougettoknowoneano ther.
FOUR:DONT KEEP SECRETS
Theonebigtruthforge taboutwinninginthebattle forattention .
Turnsoutthatits imposs ib le tobe
invis ib le .B logsarealerttoevery
misstep.Theyhave thepowertoampli fyproblems fas terthan
anycorporate communications
departmentcan controlthem.
ALovemarksrelationship withconsumerssetsthe samedemanding
s tandardsasaloveaffair .L ie and
youdie .
FIVE:SHARE THE PLEASURE,SUCK UP THE PAIN
People love tobepartofa success .
Theywanttofee lthattheymade
ther ightchoice ,whether its thesuburbtheydecidedtolive, inor
theshampootheypickedupatthe
store.Theyw anttheirLo vemarkstobeadm iredandemulated.If
thereareproblems theywill stand
byyoubecause thatswhatLoyalty
B eyondReasonisal labout.B utasforcomplaints abouthard times,
in jus tice s ,andcrueltwis tsoffate ?
S uck itup .
GET CLOSE TO CONSUMERS2.
THE LOVEMARKS EFFECT
C R E A T I N G L O V E M A R K S
-
8/7/2019 Lovemarks Effect Preview
6/11
THE LOVEMARKS EFFECT THE LOVEMARKS EFFECT
People love shoes. Many of them
have shoes as their Lovemarksand
some great companies have beencreated on the soles of the worlds
feet. In the story of shoes Camper
has a special place. I think their
company catchphrase walk dont
run says a lot. Slow down and enjoy
what you experience. This spirit has
taken Camper from a small Spanish
island to the world. Here founder
Lorenzo Fluxa reveals the heart of
Camper. KR
Being from the Mediterranean isthe source of our authenticity. Therural atmosphere, history, culture,
and landscape all influence Campers
aesthetic and values.I would say that if good solid values
have been the foundation that haskept us on the right track, thedream and the passion are what haskept the fire lit through the years.
Our way of understanding freedomand respecting personal identity is
to apply creativity in a spontaneousway. We group our products byconceptssome evolve over timein almost imperceptible ways and
others change more frequently,exploring new, surprising routes.
We like to evaluate Camper not
only by profits but also by howwe invest our profits and how we
follow good business ethics. Forexample our Wabi shoe respectsthe natural shape of the foot andalso respects the environment.
The three componentsshoe,insole, and sockcan be separatedand independently recycled.The materials used are 100 percent
recyclable and the insole isbio-degradable.
Most of all we base what we do
on love and passion. We have amind-set that we share with ourcustomers. We dont impose it, we
share it. We enjoy making our shoes
and we feel lucky and blessed thatwe have a following of
Camper fans. Lorenzo Fluxa
Camper was founded on the island
of Majorca in 1975 by Lorenzo Fluxa
using the skills of generations of local
shoe-makers. The name Camper is
Catalan for peasantearly designs
were modeled on peasant footwear.
In 2004 Camper sales topped135
million with more than 3 million pairs
sold worldwide.
Artistic Twins, a Camper shoe where the
design starts on one foot and continueson the other. Art by Pep Rossell, a
Majorcan painter.
CAMPER Looking out onthe mountains of Majorca
...the dream
and thepassion arewhat haskept the firelit throughthe years.
C R E A T I N G L O V E M A R K S
-
8/7/2019 Lovemarks Effect Preview
7/11
THE LOVEMARKS EFFECT THE LOVEMARKS EFFECT
Ive always appreciated t he way Tom Peters has helped spread the
Lovemarks message around the world. Tom and I started talking
Lovemarks when he sent me a note after buying the book at a s torein Edinburgh on a rainy Scottish day. We share a great love of design;
here he holds forth on the subject. KR
Lovemarks and design
I would argue, because Im a design fanatic, that the key to creating aLovemark is design writ large. Design and Lovemarks, absolutely. To me, forinstance, design has as much to do with the process of selling and marketinga car as it does with the actual creation of its shape.
Somebody once asked me, How did you get into design? I said, Well, Idont have an artistic bone in my body, which is really the case. I got into
design not because I thought it was useful from a strategic standpoint toestablish a competitive advantage, I got into design because I think cool stuffis cooler than not cool stuff. And thats fundamentally the point.
We use the expression design-driven with great regularity, but companiesdont have much more of an idea as to what it means than they did five yearsago. How do we get beyond the use of the words to a truly design-driven or
a design-cultured company? Now that the sexy part of awareness is done,its 10 years of hard work ahead. It is going to be hard work to establish adesign ethos, just like it was hard work 20 years ago to get beyond the ideathat quality is cool.
Design and culture
Design has to be a corporate culture. A friend of mine wrote a book aboutdesign long before it was a hot topic, and he talked about Olivetti. There
design was a cultural given and the CEO was a guy who loved designers. Onthe one hand design was the cultural ethos of the corporation, while on theother hand they went out of their way to hunt for design stars. Design isboth a collective and an individual process.
coolstuff
Now thatthe sexypart ofawarenessis done, its10 years ofhard workahead.TOM PETERS
Tom Petersdescribed byBusinessWeekas Businesss best friend andworst nightmare.
Suppose you have a dull and dreary company. Bring in a design superstar andyou may get a couple of good products, but youre not going to change the
company. If you are serious about design Apple-style, then it has to be a wayof life that will necessarily encompass some seriously cool designers. But itsthe cultural dimension thats the glue.
Its interesting to contrast Apple with Harley-Davidson. In the case ofHarley-Davidson you probably cant name a si ngle designer. Maybe you can,but I sure cant. Ive known two of the last three CEOs of Harley-Davidsonand they couldnt design their way out of a white paper bag. On the other
hand they sure get the phenomenon of creating a company thats driven bydesign in how it deals with its customers as well as with the product.
The web as the design ofparticipation
Were beginning to buy an awful lot of things via the web. While the webcertainly has a lot of technology behind it that allows us to increasingly do
stuff, the web is a pure design medium.
Like many others Ive always broken design into two parts: cool per se andusability. Websites that people love have got high doses of both. The web is
training people in design. I also think that customers are going to demand aworld of participation, or at least joint ownership, and that plays directlyinto the hands of design.
Lovemarks in business
IBM is a a great example of a Lovemark. Heres a company that has basicallychanged from being a hardware maker to doing consulting services. IBMsgoal, relative to their clients in that world, is to become a Lovemark. What
IBM is offering people is an entirely new way of looking at their industry,their company, and how they organize themselves. By my definition thatfits an awful lot of the parameters of Lovemarks. Lovemarks apply to
professional services as much as to a motorcycle or a Nokia cellphone. Its
the same deal. Continues...
I N S I G H T I N T E R V I E W T O M P E T E R S
-
8/7/2019 Lovemarks Effect Preview
8/11
THE LOVEMARKS EFFECT THE LOVEMARKS EFFECT
When Peter Cooper and John Pawle of QiQ International took up my
challenge at ESOMAR, they started a fascinating journey with Saatchi &
Saatchi. QiQ International have investigated Lovemarks theory by finding newways to measure emotion, to measure Mys tery, Sensuality, and Intimacy, and
to measure Love and Respectand to tie them all into measurable business
results. Saatchi & S aatchi and QiQ International have now completed several
Lovemarks research studies and have many more in progress with clients
in industries ranging from consumer finance to pharmaceuticals, packaged
goods to beverages. The most significant finding? There is conclusive
evidence that creating a Lovemark will increase sales. Here is a paper on
Lovemarks research prepared by Peter Cooper and John Pawle. KR
The Lovemarks research challenge
To create a Lovemark, marketing strategy needs to focus on increasing
Love and Respect for a brand by maximizing the consumers emotionalconnection with it. Our research focused on diagnosing how to achievethese emotional connections by obtaining an in-depth understanding of the
brand-person relationship.
QUALITATIVE AND QUANTITATIVE TECHNIQUES
Conventional research separates qualitative and quantitative approaches:qualitative for assessing emotion in depths or in groups and quantitative
for measuring behavior and surface attitudes in questionnaires. To measureLovemarks we combined implicit, emotional, and unconscious effects withexplicit, conscious, rational effects, and produced metrics for both.
Specific evidence in favor of a radically holistic approach comes fromcontemporary neuroscience, which demonstrates that the brain itselffunctions holistically and that emotions play a previously unrecognized
part in determining behavior. Neuropsychologist Antonio Damasio statesthat over 85 percent of thought, emotions, and learning occur in theunconscious mind.
Measuring emotion andthevalidation of Lovemarks
PeterCooper(top) and John Pawle
(bottom)putting numberstoemotion.
BETA TESTING OF LOVEMARKSIn2003weundertookthe betatestingof Lovemarkstheorybased onour
techniques.Thesample wasdrawnfroma panelwithaUS membershipof175,000.Threehundredrespondentswereselecte dtoexploredifferent aspectsofcar andfoodcategories.
Themainobjectives forthetests were:
toestablishfor whatproportionofusersthe brandbeingmeasuredwasaLovemark;
toest ima teth ein cr easein sa lesvo lumew h en th en umb er ofu sersfor w h omth e
brandisaL ovemarkincreased;
toprovideinsightinto criticaldimensionsonwhichthe brandneedsto
strengthenthebrand-personrelationship.
Thebetates tfieldworkwasconductedentirely online.Ourexperienceshows thatcomputerself-completioninterviewinghasmany advantages.Withoutaninterviewerpresent,respondentsfeel morespontaneous,honest,and willingtoexploresensitiveissues.The Lovemarkmeasuresof emotionareadaptedfrom qualitativein-depth
techniquesincludingwordandpictureassociations,guided dreams,andbubblepictures.Thesework wellwithaninteractive computerinterfaceandgiveus richdetailthroughopen-endedresponses.
THE PATHWAYS MODELWedevelopedthe PathwaysModelforunderstandingandmeasuringthe roleofemotionin brand-personrelationships.1 Themodeldemonstrates howbrand
messagesare routedthrougharationalpathwayandan emotionalpathway,andshowshowtheyare integratedthroughtheexecutivefunctionof theego.
Fromthismodel thecurrentbrand-personrelationshipcanbe definedalongwithspecificemotionswhichdepend onsocio-culturalcodes.
Themethodswe havedescribedforunderstandingthe processandwhich
mechanismstheytapareshown inFig.1.Theyarebrought togetherintheanalysisofthe brandrelationshipandcurrentconsumeraction.
Theoutputisthe marketresearchfeedingbackinto thebrand,indicatingwhichemotionalandrationalf actorsneedto beincreased,andwhichf actorsneedtobereduced,toenhancethe brandrelationship.
Inmeasuringtheemotionalprocessesshown inthePathwaysModel, wetaketworoutes.Firstwe askrespondentsforemotionaland visualassociationswitheachbrandbeing tested.Thesearefedinto ourstructuralequationmodelthattrackswhat ishappeninginthe executivefunctionof theego.Secondly,weuseprojectivetechniquesfor apsychologicalanalysis ofwhatis drivingthe
brandsequity.
THE PATHWAYS MODEL
Fig.1 QiQ International, 2005
Howbrand messagesarerouted througha rationalpathway and an emotionalpathway.
MEASURING THE BRAND-PERSON RELATIONSHIP
Respondentsfirstneedtoentertain theideathat brandsarelikepeople.Somepeopleyouarepassionate aboutwhileyouare indifferenttoothers. Therelationshiptypesweuseare similartothosedescribedby SusanFournier.2
Respondentsareaskedtosort brandsintotherelationship categoriesandtoratetheRespectthey haveforeach brand.Visualassociationis thenusedtofurtherdiagnosethenature oftherelationship.This generatesapositionforeachbrandont heLove/RespectAxis(seeFig.2).
LOVE/RESPECT AXIS
Locationsgenerated in thefood categorybetatestclearlyshowthatBrand Aisa Lovemarkbecauseitisstronglyloved and respected.
Mostothercontendersin thismarketremainbrandsbecausethey arerespected butnot
yetloved,orproductsbecausetheyareneitherstronglyloved norrespected.
Fig.2 QiQ International, 2005
THE FACTORS THAT TRANSFORM A BRAND INTO ALOVEMARK
Currentconceptsofbrandspay carefulattentionto therationaland symbolicaspectsofbrands,but oftenoverlooktheir sensory,experiential,orsynaestheticaspects.3 AfterIntimacyand Mystery,Sensualityiscritical inbuildingapassionaterelationship.Allfivesensesinfluencehow brandsareperceived.
Weuseassociationtechniquesand guideddreamsaspowerfulcreativetechniquesthatcanbe quantified.Theanalysisof thebrand-persondialogueprovidespowerfulinsightsinto bothleftbrain (cognition)andright brain(feelings).Storytellingis afundamentalmeansbywhich consumersmakesenseoftheworld. Itisalso integraltoLovemarkstheory.
PsychologistDavidSchiffrin writes,Wedreaminnarrative, daydreaminnarrative,remember,anticipate,hope,despair,believe,doubt, plan,revise,
Thedegreeofcorrelation betweenthefactorsofLoveand Respectin thefood category beta testindicatestheorderofinfluence.Linethicknessshowsthestrength ofacorrelation.Wherethereisnolinebetween factorsthereisa negligiblecorrelation.
Fig.3 QiQ International, 2005
criticize,gossip,learn,hate, andloveby narrative.4
Wefindthatstories aremajorwaysin whichLovemarksresonatewithpeopleseverydaylives.Consumerstoriesabout Lovemarksareoftenseveralhundredwordslong,indicatingt heirrichandguiding roles.
Weusetheskillsand intuitionofprofessional psychologiststodiagnoseo urvariousinteractivetechniques.Theyproduce asetof analysesbaseduponsmallsub-sets,whicharethenco dedandquantifiedby trainedanalysts.Forexample,psychologistsdiagnosestorytellingusing archetypalstoryanalysis (ASA)toidentifybrandarchetypes. 5
INTEGRATING THE EMOTIONAL AND FUNCTIONAL
Lovemarksresearchidentifiesfunctionalprocessesmainlythrough ratingscales.Thesedeterminehowhot,warm, orcoldrespondentsfeel aboutbrandsintermsoftrust, respect,performance,andcategory-specificattributes. Wealsoincludeconventionalbehavioralquestionson buyinghabitsandf uturepropensitytopurchase.Thisdata allowsusto explorehowemotionalprocesseslink tofunctionalprocessesasset outinthe PathwaysModel(Fig.1).
Thenextstageis toshowhow theseinfluencesinteract.StructuralEquationModeling(SEM)drawsinferencesabout emotionfromstatistical analysesofverbalandnon-verbalrating scales,andverbaland visualbrandassociationtechniques.SEMcanbeused toidentifythe quantitativecontributionoffunctionalandemotional factors,andto examinetheeffectsof modifyingcomponentsofeachin Whatif?creativescenarioplanning.
Thisanalysisresultsin adescriptionof thewebof bondsthatunderpinstheperson-brandrelationship.Typically,themainf actorsthatdrive Lovefora brandarepurelyemotional,whereasthe factorsdrivingRespectare morefunctional,performance-relatedattributes. Percentagesreflecttheweightof each
elementin thetotalrelationshipin the
food category beta test.
Fig.4 QiQ International, 2005
NETWORK OF INFLUENCES ONLOVE AND RESPECT
Ouranalysisshowsthat thedominantfactorsare IntimacyandMystery,whichinfluencebothLoveandRes pect,andTrust,whichmainly influencesRespect.Intimacyishowclosely intunearespondentfe elswiththe brand,howrelevantand
empatheticitis tothem.Mystery alsoplaysa partininfluencingLove,and strongcharactersandsymbolsinfluenceTrust.
Twofunctionalfactors,Trust(reputation,honest, andsafe)andPerformance(healthyandnutritious),influenceRespect inthefood categorybetatest. Butasnoted,Respectis alsoinfluencedbyIntimacy.
Intimacyisinvariablythe mostimportantinfluenceonpurchasingacross allcategorieswehavemeas ured.Intimacyis,of course,highlyemotional,andis inturn
drivenbyanotheremotionalfactor: passion.Subsequentresearchhas shownthatpassionisoften astrongelement ofIntimacyor,as inthiscase, astrongunderlyingfactor.
THE VALIDATION OF LOVEMARKSOtherLovemarksresearch studiescarriedoutacross manydifferentcategoriesconfirmthecontentionofL ovemarksthattheke yfactorsthat influenceLoveare
Intimacy,Mystery,andthen Sensuality,andthekey factorsthatinfluenceRes pectareTrust,Reputation,andPerformance.
Themajordeviationfrom Lovemarkstheoryshownby theresearchis thatconsumersdonotnormallys eeLoveand Respectas separatefactors.They are
correlatedtovariousdegrees accordingtotheproductcategory.The specificcontributionofLoveandRe spectfactorsvaries asweinvestigate morecategories.
TheSensualityof abrandisworthnoting. Itisofte nakey factorasmeasured bytheimagesitcreates inconsumersmindssounds,music, texture,colors,tastes, andsmells:thetotal sensoryexperience.Sensualitytends tohavea directinfluenceon
Intimacyandhenceon Love.
THE POWER OF EMOTIONUsingmultipleregressionwe canestimatethe degreeofinfluenceof emotion.Figs.6
and7showthe extenttowhichemotional factorsinfluencethecloseness oftherelationship.Wecanalso seethedegree ofinfluenceonrational factors,forthethreebeta-teststudies.
Thisisstrong evidencethattherelationships peoplehavewithbrandsare muchmoreheavilyinfluencedbyemotional thanbyrationalfactors. Ourimpressionisthat
rationalfactorsmainlyhelp tojustifydecisions drivenbyemotions.
THE IMPACT OF EMOTION ON BRAND VOLUME
DoesbuildingLoveand Respectfora brandincreaseitss alesvolume?Making thisconnectionwasavital roleofour betatestof theLovemarkstheory. Fromthefollowingexampleandmanyothers, ourworkhasmade thiscriticalconnection.
THE INFLUENCE OF EMOTIONAL AND FUNCTIONALFACTORS ON BRAND-PERSON RELATIONSHIPS
Fig.5 QiQ International, 2005
RESULT OF BEING A LOVEMARK
Fig.6 and Fig.7 QiQ International, 2005
Intheexamplesin Fig.6andFig.7,Lovemarkconsumersarebetween fourandseventimesmorelikelyt opurchaseaLovemarkthan aproduct,andbetween1.6and2.3 timesmorelikelyto purchaseaLovemarkthana brand.Thiseffectivelymeansthat movingabrandfrom beinghighlyrespectedto aLovemarkposition,whereitis bothlovedand highlyRespected,candoublevolume.
Intimacy,Mystery,andSensuality aswellasTrust, Reputation,andPerformancedoexistand, furthermore,theyemergefrommultivariateanalysisasthe maininfluencesonLoveand Respectforbrands.The factorsthatmostinfluencebuying intentionaretheemotional factorsthatdriveLoveinparticularIntimacy,f ollowedcloselybyMystery, andunderpinnedbySensuality.
Consistently,thekeyemotionaltrig gersinstrengtheningthebrand-personrelationshipandcreatingbrand intimacyare,acrossdiff erentproductcategories,theneedto makethebrandhighlyrelevant andtoinviteconsumerstofeelmorecl oselyintunewith andpassionateabouta brand.
Thesecondmostimportant factorisMystery, whichmeansthebrandmusttapconsumerdreamsbybeing iconicandhaving greatstoriesassociatedwith it.
Sensuality,althoughlessof adirectinfluenceon buyingintention,is astrongtriggerforcloser Intimacyanda strongersenseofMystery.Sensualityisaboutcreatinga richerandfullerbrand experiencebydevelopingbrandsthattouchall thesenses.
Thereisconclusiveevidencethat creatingaLovemarkwill increasesales.GrowingLoveandRespect canincreasebuyingintention byasmuchasseventimes.Oncea producthasbuiltRespect andthusbecomea brand,itcanincreaseitsvo lumebyupto twotimesbyincreasing LoveandbecomingaLovemark.
REFERENCES
O V E R A L L C O N C L U S I O N S
H E A R T B E A T S
-
8/7/2019 Lovemarks Effect Preview
9/11
THE LOVEMARKS EFFECT THE LOVEMARKS EFFECT
Imagine my delight when in January,2004 my favorite magazine, The
New Yorker,agreed to become QiQ
Internationals first commercialclient on a Lovemarks researchproject. Could there be a betterLovemark to endorse the power of
the methodology?
The New Yorkerwas first publishedin 1925 and over the decades hascontinued to be serious, funny,intelligent, penetrating, and relevant.Editor David Remnick describes TheNew Yorkeras a collection of humanvoices, and this insight reveals muchof the magazines long-lived appeal.
Considered intuitively, The NewYorkertracks high on manyLovemarks characteristics, such as
great stories and icons, inspiration,and empathy. The publishers wantedto get beyond intuition, however,
to prove to their advertisers that
The New Yorkerwas special, andto explain why. They wanted to
identify the value of Lovemarkstatus and to probe what theybelieved was an emotional halo
around the magazine. Their goalwas to understand more about theirreaders and to develop insightswhich would help differentiate TheNew Yorker, reinforce the loyaltyof subscribers, and attract newreaders. Finally, they wanted to
compare The New Yorkerwith keycompetitive media.
QiQ International conducted online
research using its proprietaryLovemarks question bank andstorytelling methodology. The
sample was split between 300 TheNew Yorkerreaders, half of themsubscribers. Both samples wererepresentative of the reader profile.
The results were outstanding andclearly demonstrated that TheNew Yorkerwas a Lovemark to
its subscribers. In fact the figuresshowed that subscribers read
The New Yorkerwith 15 times theamount of love and five times therespect they applied to competitive
titles. This result put The New Yorkerinto Lovemarks top right- handquadrant of the Love/Respect Axisand competitive titles into the brand
or commodity quadrants.
The value of being a Lovemark wasbeyond dispute. The New YorkersLovemarks status drives readingfrequency. In media, the shift frombrand to Lovemark increases
readership by 155 percent.
A further useful finding was the
fact that The New Yorkerhas astronger emotional halo thanits competition. Readers of othertitles do not have the same intensity
of relationship. This makes TheNew Yorkera unique medium withpositive benefits for advertisers and
other partners. KR
THE
NEWYORKER
FEB. 11, 2002PRICE $3.50
K
e e Y e I gi g ep e
5 1 5 5 75 5 1 5 1 5 5 75 5
CY
CY
CY
CY
NOV. 25, 2002PRICE $3.50
K
e e Y e I gi g ep e
5 1 5 5 75 5 1 5 1 5 5 75 5
CY
CY
CY
CY
FEB. 10, 2003PRICE $3.95
CY
CY
CY
CY
C Y
K
e e Y e I gi g ep e
2 5 1 0 2 5 5 0 7 5 95 1 00 2 5 1 0 2 5 5 0 7 5 9 5 10 0
JAN. 26, 2004PRICE $3.95
K
e e Y e I gi g ep e
5 1 5 5 75 5 1 5 1 5 5 75 5
CY
CY
CY
CY
CY
C Y
K
e e Y e I gi g ep e
2 5 1 0 2 5 5 0 7 5 9 5 1 00 2 5 1 0 2 5 5 0 7 5 9 5 1 00
CY
CY
PRICE $4.95 SEPT. 27, 2004
C
Y
Y
SY
S
S
.
,
JULY 25, 2005PRICE $3.95
C Y
K
e e Y e I gi g ep e
2 5 1 0 2 5 5 0 7 5 9 5 1 0 0 2 5 1 0 2 5 5 0 7 5 9 5 1 00
CY
CY
CY
CY
AUG. 1, 2005PRICE $3.95
C Y
K
e e Y e I gi g ep e
2 5 1 0 2 5 5 0 7 5 9 5 1 00 2 5 1 0 2 5 5 0 7 5 9 5 1 00
CY
CY
CY
CY
NOV. 21, 2005PRICE $3.95
C Y
K
e e Y e I gi g ep e
2 5 1 0 2 5 5 0 75 9 5 10 0 2 5 1 0 2 5 5 0 7 5 9 5 1 0 0
CY
CY
CY
CY
JUNE 19 & 26, 2000PRICE $3.95
Y
e e Y e I gi g ep e
2 5 1 0 2 5 5 0 7 5 9 5 1 00 2 5 1 0 2 5 5 0 7 5 9 5 1 00
Y K
Y K
Y K
Y K
Y
S
MM
SS
JU
E1&
6,
L O V E M A R K S C A S E S T U D Y
-
8/7/2019 Lovemarks Effect Preview
10/11
THE LOVEMARKS EFFECT THE LOVEMARKS EFFECT
F I V E T H I N G S T O D O T O M O R R O W
Saatchi & Saatchi used a deceptively
simple solution to tackle acomplex problemthe silencingof independent journalists andpoliticians in Belarus. Newspapers
Gazeta Wyborcza and Rzeczpospolitawere published with censoredfront pages and over 20,000 taped
posters were put up in Polishstreets, while two key internetportals similarly censored theirnews. Combining the sense of touch
with the suppression of soundcreated a campaign that spokevolumes through silence.
Saatchi & Saatchi
POLAND
L O V E M A R K S A T W O R K
AmnestyInternational
-
8/7/2019 Lovemarks Effect Preview
11/11
Kev
inRobeRt
s
thel
ovemarks
effect
Just
bloodybrillianttom PeteRS
a usss ru s c rus rpc. Pr s
s r ucurrs rrsrcy csurs, rsy
r, cc, ccy.Prc, src, quy, s s
r r u .
h csurs u yur cc yus rs succss . ts
pc lrs ec
y k Rrs, Ceo wr Sc& Sc, is Cpy s c
ry r r , rpruc p ys cps
r cuy .
Rrs frs , ru-rLovemarks: the uture beyond brands,
cr y cps c ccy csurs ry .
t rsps s .
Roberts is a persuasive spokesman or change.inteRnational heRald tRibUne
A philosophical challenge or
companies to change the world.
the aUStRalian
The Lovemarks Eect: Winning in the
Consumer Revolution, s Rrs -up, u s cs r r
pp ry p pr lrsspr
csurs, rs, srs, rrs, rs. ty s pc
lrs r s, russss, r sprs.
tr Lovemarks The LovemarksEect s cps c cr
yy r .
The men and women who love Benetton loveit because they eel part o something.
Silvano CaSSano
Ceo, b
Most o all we base what we
do on love and passion.
loRenZo FlUXa
Fudr, Campr
Pr C
top related