Do You Feel The Love?
We at Foxfield Creative would like to introduce a new way of thinking about your brand and what better way to begin than with the term itself. The term “brand” is quickly becoming a thing of the past as it has begun to wear thin with consumers. Kevin Roberts, CEO of Saatchi & Saatch, created a branding theory which explains the marketing technique introducing the term “Lovemark”. The term Lovemark implies an emotional bond between the consumer and the company. Ultimately, a Lovemark is about a company strengthening its relationship with their consumers to create “Loyalty Beyond Reason” which ensures a life-long personal relationship with the company.
Today, consumers are much more knowledgeable as to how marketers use brands to lure them in to purchase their products and services. Consumers now disregard the rational reasonings associate with the purchasing process. Instead, they make emotion decisions to purchase based solely on its’ ability to tug at their hearts or that gut feeling which seals the deal.
It’s like falling in love with your soulmate. You don’t know how to explain the overwhelming feeling of joy, you just feel it and you know it’s the “one”. The goal for the marketer is to become a modern day cupid to create an intimate relationship between the consumer and the brand. In order to create true love, there are three essential ingredients: Mystery: keeps you “intrigued” and eager to find out what’s next, Sensuality: arouse the five senses of desire and finally, Intimacy: “passion” and “commitment” creates loyalty that will last forever. In addition to these key essentials, traditional brands must also have high love and high respect in order to be classified as a Lovemark.
Here are a couple questions to ponder on. Are you courting your customers effectively for them to see your product or service as a Lovemark? Are you customers coming back for more? Do you feel their love for you? If you are unsure, it’s time to become a marketing cupid.
For more information on Lovemarks visit http://www.lovemarks.com
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