Lovemarks: Rescuing Brands That Are Running Out of Juice

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Heartstrings are invisible pieces of thread that are connected to the largest and most important artery in our bodies. Though not visible to any naked eye, tugging on these is the key to making a first and lasting impression on anyone.

Lovemarks is a marketing concept that is intended to replace the idea of brands.

Lovemarks is a marketing concept that is intended to replace the idea of brands. The term was first introduced in a book of the same name written by Kevin Roberts, CEO of the advertising agency Saatchi & Saatchi. A few of the agency’s global clients include General Mills, Procter & Gamble and Lenovo. Brands like these capture audiences with continuous product innovation and social engagement and together, they are essential components to maintaining longevity and relativity in an ever-changing and demanding market. According to Roberts, the key ingredients are “mystery, intimacy and sensuality,” because they surpass brands and are hard to replace.

To bring the concept alive, Roberts created a website around his newfound idea. Lovemarks.com is dedicated to engaging consumers by allowing them to share their Lovemarks with the rest of the world and encourages them to nominate and advocate for other Lovemarks that have already been featured. The site allows the public to share their stories of inspiration and passion that have led to their personal and emotional connection. The interactive site also challenges visitors to put their favorite brands to the test with the Lovemarks Profiler on Facebook.

Lovemarks.com hosts a community built upon the universal idea of high expectations being met and inspiring through interaction.

Lovemarks.com is a community built upon the universal idea of high expectations being met and inspiring through interaction. People can join the site and nominate their favorite actor, television show, company or food product by sharing a simple story of inspiration. It can be voted on by clicking “Love It” or “Lose It” by members of the community. Not everyone is a loving fan, but that’s the beauty of it.

Other ways to engage with Lovemarks include Twitter and Pinterest, as well as their Facebook Campus. Although all of the nominations received are not guaranteed to be posted, there are over 200 top Lovemarks that have been voted on by consumers worldwide. While many of the top “Loved” are worldwide brands and entities, some more recognized than others, all have a memory as to what makes their Lovemark so special

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Starbucks

Starbucks is a coffee house that was first nominated as a Lovemark in November of 2002 and was founded in Seattle, Washington in 1971.

A fan writes, “Starbucks is the ultimate lovemark! In my book, it defines the term. It’s taken over my life and everyone I know. We’re completely addicted… and not just to the coffee- it’s the whole experience. Walk in the door and smell the comfort of another great morning, or the place you escape to mid-afternoon. It’s become the symbol of sharing and exchange… of friendship and love.”

455 members have voted Love for Starbucks.

iPod

iPod is an audio and digital media player designed by Apple and was first nominated as a Lovemark in June of 2003.

One testimonial reads, “I rarely have any attachment to any kind of products under any kind of brands. But iPod from Apple is a different story for me. iPod is irreplaceable for me, ever. I cannot imagine myself using other kinds of digital audio players. I know there are many digital players out there that have the same or (perhaps) better performance that the iPod does (I doubt it though), but to me, iPod – is – the definition of a digital audio player. The word ‘iPod’ to me means ‘music player’ (though it does more than playing my music) so the idea of buying a music player other than iPod is unheard of as I never really think such thing exists. True story. That being said, iPod is the top three items in my bag wherever I go, along with my wallet and my gadget.”

1558 members have voted Love for iPod.

Vin Diesel

Vin Diesel is an American actor, writer, director and producer that was first nominated as a Lovemark in August 2005.

Someone has testified to his philanthropic efforts saying “Again he makes a difference in the lives of young filmmakers. He sponsored many aspiring students in the Dominican Republic while they took a course taught by Vin’s father and collaborating faculty. The students obtained certificates in late June 2007, handed out by Vin, the country’s President, and members of the Global Foundation Democracy and Development (FUNGLODE). Thanks Vin for giving back to the community and supporting the art and science of film.”

2571 members voted Love for Vin Diesel.

The evolution of social media has made it mandatory for brands to be more well-rounded in their efforts to win over the hearts of consumers.

The evolution of social media has made it mandatory for brands to be more well-rounded in their efforts to win over the hearts of consumers. Lovemarks are the brands that take the approach to the next level by educating and stimulating its audiences in ways unimaginable. With all of the digital components around the Lovemarks movement, the conversation never stops and the ever-growing list is evidence that some companies and celebrities are doing what it takes to be loved.

As  an employee of Saatchi & Saatchi NY, our main focus is to make sure the agency is also viewed as a Lovemark by current and prospective clients alike. Consistently engaging employees with new ideas and products that are being created by our clients allows us to ‘Love It’ or ‘Like It’ firsthand. We’ve realized that placing an emphasis on respect and love for the consumer is a universal premise that shines through a brand’s social interaction and media advertising. Brands that grasp this concept will most certainly excel and leave a trail of lovemarks all over the world.