Kevin Roberts, CEO of Saatchi and Saatchi first brought forward the idea of “Lovemarks”. The idea pushed the envelope on the concept of branding. Branding was a tool in the marketer’s toolbox, yet the treatment of brands within organizations was losing sight of the goal of building a deep relationship with the consumer that ultimately foster loyalty. Instead, the brand had become a profit generation tool only and begins to act as such to the consumer. Every strong brand should be a profit generator, no doubt, however, if it becomes utility only, spinning off items that create no magic for the consumer. Lovemarks are stronger than brands because they foster a relationship with the consumer built on 2 qualities – respect and love. Brands today foster respect only, and things like fads bring love only without respect and are therefore short lived.
Are you up for the concept of “Love” as the goal of your brand, maybe as the goal of your work output in whatever you do? You may garner respect for your business based on market position and internal team strength, but find there is passion missing
1. Is there excitement in your attitude? Have you shown up today ready with a sense of giddy and almost unrealistic hope for something cool to happen. (like you would for a date)
2. Have you come to know your love target – consumer, internal group, client and what makes them tick at deep level. For marketers this is called consumer insight – not observational insight – but why people act the way they do, their stories and lifesongs
3. another way of saying do you really love the ideas, the people, the consumers with a desire that they love you back?
Roberts positioned that love was made up of mystery, sensuality and intimacy. To me these are personal qualities that transcend acquaintance and knowing something only with your head and not your heart. I would add shared experience and laughter. Do you exhibit all the respect without the passion, and sensual side of your nature?
It isn’t easy because we do what separate our lives and ambitions between work and non work activities. But your consumer and your work relationships and your clients don’t care why you are boring them. They just want to be “loved” and will be loyal to those people, and companies and brands (lovemarks) and employees that really know how to love them
“It ought to be easy ought to be simple enough
Man meets woman and they fall in love
But the house is haunted and the ride gets rough
And youve got to learn to live with what you can’t rise above
if you want to ride on down in through this tunnel of love”
Bruce Springsteen – Tunnel of Love
