We all heard of Lovemarks! It’s probably one of the best marketing concept that is intended to replace the idea of brands. The idea was first widely publicized in a book of Kevin Roberts, CEO of the advertising agency Saatchi & Saatchi. He considers that love is what is needed to rescue brands. Lovemarks theory is based on a simple premise: human beings are powered by emotion, not by reason.
How can we create the kind of appeal that makes people feel inspired or laugh or cry? How can we create Lovemarks?
- Giving Love: First, start by giving love, demonstrating that they love the people who buy them. Thinking of their customers as “us” and not “them.” When marketers make this change, they start rewarding their customers every day with brand experiences.
- Storytelling: Annette Simmons, an expert in storytelling, puts it precisely: “When you tell a story that touches me, you give me the gift of human attention—the kind that connects me to you, that touches my heart and makes me feel more alive.”
- Sensuality: Lovemarks ask, “What does our brand smell like, taste like, look like, sound like, and feel like?”
- Inspiration: “When you think about it, love is based on inspiration. We are inspired by brands for the same reason we’re inspired by the people we love, because they have principles and treat me like a human being who is intelligent and has feelings. They show empathy and bring joy to my life.” ~ Juan Carlos Rodriguez, Executive Creative Director, Badillo Nazca Saatchi & Saatchi.