Lovemarks Presentation - Brand Pioneers April 9 2013

Nothing  is  Impossible   Lovemarks  

Saatchi  &  Saatchi  

BRANDS ARE DEAD

COMMODITISATION

LOVEMARKS are brands, products or entities that are capable of creating

Loyalty beyond Reason

BRANDS EARN LOYALTY FOR

A REASON

LOVEMARKS EARN LOYALTY BEYOND REASON

BRANDS ARE OWNED BY COMPANIES

LOVEMARKS ARE OWNED BY PEOPLE WHO LOVE THEM

BRANDS GENERATE RESPECT

LOVEMARKS EARN LOVE AND RESPECT

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BRANDS MAINTAIN PERFORMANCE

LOVEMARKS ACCELERATE PERFORMANCE

A US$ 1,000 investment in 1998 would have yielded a shareholder

in Lovemarks defined portfolios

Source:    

THE LOVEMARKS EFFECT

$1000-­

$2000-­

$3000-­

-­-­ Lovemarks Portfolio

-­-­ S&P 500 Portfolio

The Lovemarks Academy

The bottom line case for the FoE way

Defend you

Promote you

Forgive you

Challenge you

Known  for  things  that  are  different  

Known  for  good  things  

Advocacy  

Unknown  

Known  

Known  for  something  

Known  for  things  that  I  care  about  

LOVEMARKS  The  journey  to  a  Lovemark  

Source:  Harvard  Business  Review  

Known  for  things  that  are  different  

Known  for  good  things  

Advocacy  

Source:  Harvard  Business  Review  

Unknown  

Known  

Known  for  something  

Known  for  things  that  I  care  about  

Beware  the  Differentiation  Trap  

LOVEMARKS  

How do we advance the journey?

IDEA 1 UNLEASH A LOVEMARKS

ORGANISING IDEA

about your

business

Truth

A Lovemarks Organising Idea is authentic and inspiring to people and partners internally and externally

It is an idea that everyone can rally around in harmonious and united action and one that helps you make choices-­ about what to do and about what not to do

The Organising Idea for a brand gives direction to all activities going forward

Lovemarks Organizing

Idea

INSIGHT

about People

Encourages creativity

Focuses on

development

Fuels

imagination

Empowers athletes

Video: BGH Dad in Briefs or Papers Sleepworker

Creative  Expression  

Empowering                          athletes  

“Just  do  it”  

Organising  Idea  

People will know what cause they

are fighting for

Why they bother putting on the

gloves

The Lovemarks Academy

BENEFITS OF AN ORGANISING IDEA

Company (management)

Employees Customers

Internal marketing ´enabling the promise´

External marketing ´setting the promise´

LOVEMARK ORGANIZING

IDEA  

Real time marketing ´delivering the promise´

ASA  

ORGANISEREND  IDEE: DE  TALENTVERSNELLERS  

IDEA 2 ACT WITH EMOTION

will forget what you said, people will forget what you did, but people will never forget how you made them

Maya  Angelou