Lovemark is a marketing concept that was first mentioned when the then Saatchi & Saatchi CEO Kevin Roberts brought to light the lack of new inspiration from brands. From his own words, brands were “running out of juice” and needed love in order to continue successful. When he and other marketers and advertisers begun to question how loyalty could be built upon something stronger and more resilient than logic reasoning, a few key concepts surfaced that became crucial in that new way of portraying brands in general.
They are as follows:
The mystery behind stories that inspire and help create sensual sounds, sights, tastes and feelings that would portray the brand’s commitment to follow through with its promises and pass on to customers feelings of empathy and passion necessary to make them connected, not by rational facts that could be changed in different circumstances but for stronger emotional bonds.
While in the past marketers could produce an average piece of creative, and with good budget, ensure that it was seen by everyone, today however, we are living on an age of brand Darwinism where consumers can opt out of an advert.
In this new era, only the best creative thrives and it’s harder to hold an audience’s attention.
From ex Coca Cola Marketing VP Javier Lamelas’ words, being successful nowadays for marketers is not about shifting resources from creative to top-notch technologies. It’s about improving the creative and then using technology to emphasize it.
People fall in love with brands the same way they do with people, by attaching emotions and feelings of moments and experiences they have gone through when making use of any products or services that they provide.
Brands such as Coca Cola, Apple and Google have been facing all their resources into building a stronger bond with their customers through engagement.
There isn’t a single guideline on how to build a lovemark. Companies that wish to achieve such status should be sure of their values and visions and line a clear path to convince the audience of their intentions. Like focusing on making them see that what you’re trying to provide is not a beverage to cool your body but an opportunity to connect with others and share that refreshing feeling in the company of those who make you happy.
In other words, brands should not pay so much attention to data and trends, which are both ephemeral, and focus more on simple human truths and needs that will always be present and providing a link between meeting those with their services and products.