Lovemarks Presentation

Presented by:Kumud Bihani

Krystle WilliamsTammy Greene

About the Author

Kevin RobertsCEO Worldwide

http://www.saatchikevin.com/

http://krconnect.blogspot.com/

1969-72 - Mary Quant Cosmetics, Brand Manager, United Kingdom.

1972-75 - Gillette, International New Products Manager, Europe.

1975-82 - Procter & Gamble, Group Marketing Manager, Export and Special Operations, Middle East/Africa.

1982-89 - Pepsi Cola, Regional Vice President, Middle East, President and Chief Executive Officer, Canada.

1989-96 - Lion Nathan, Director and Chief Operating Officer.

1997-Present - Saatchi & Saatchi Chief Executive Officer Worldwide

Products to Trademarks to Brands

Products are indistinguishable from one another

Trademarks are a mark of reliability and trust

35,000 Trademarks at the grocery store

BRANDS

Consistency

Quality

Performance

Value

Brands are now out of Juice

1) Brands are being overused

2) Brands are not mysterious anymore

3) Brands cannot understand the new consumer

4) Too many brands

5) Too many people following the same rulebook

6) Brands are relying on past rather than future

Brands Lack Emotion

Reason leads to conclusions, while Emotion lead to actions.

Truths about LOVE

1. All Human Beings Need Love

2. Love is a profound sense of attachment

3. Love is always 2 way

4. Love need not be glorious or romantic

5. Love takes time

6. Love cannot be commanded. It can only be given

The Love Bug had bitten even the “Techno Geeks”.

No Respect, No Love,

No Respect, No Love,

No Respect, No Love,

Period.

To Command Respect :

BRAND LOVEMARK

Information Relationship

Recognized by Consumers Loved by people

Generic Personal

Presents a Narrative Creates a Love story

The promise of quality The touch of sensuality

Symbolic Iconic

Defined Infused

Statement Story

Defined Attributes Wrapped in Mystery

Values Spirit

Professional Passionately Creative

Advertising Agency Ideas company

Creating LovemarksPrinciples:

Be PassionateIf you don’t love your business they won’t either

Involve CustomersBe committed to change

Celebrate LoyaltyThey must be full participants

Find, Tell & Retell Great StoriesThis opens up new feelings, meanings & connections

Accept Responsibility

Is it a Lovemark?Lovemarks connect

companies, their people and their brands

Lovemarks inspire Loyalty Beyond Reason

Lovemarks are owned by the people who love them

What makes Lovemarks Stand out…

MysteryDon’t down play it!The public can’t get enough of it!

Mystery

How?Tell your storiesUse your past, present & futureTap into dreamsNurture myths & IconsBuild on inspiration

“As long as people have aspirations & goals & dreams they will always crave

Mystery. Whoever heard of anyone craving…statistics?”

What makes Lovemarks Stand out…

Sensuality

Sound Sight SmellTouch Taste& …Intuition

…the fast track to human emotions.When stimulated together create unforgettable results.Humans think in images.

What makes Lovemarks Stand out…

IntimacyLost when companies focused on their shareholders & not their

customers

Develop closeness & trust relating on a personal level

Caution! Can be contentious because its personal

Necessary to avoid commodification

Must talk & listen

Must give to get

Brands with intimacy achieve pet names

Personal. Sensitive. Continuous.

Intimacy – Who has achieved it?

Empathy. Commitment. Passion.Loyalty beyond reason.

it!

“ it to me…”

“Gimme a ud.”

Love & Respect.

No Respect. No Love. No Respect. No Love. Period.

The Lovemark Activity

• Shopping– Purchase and Consumption – Sustainability – Activism– Relationships

“What do they want out of the shopping experience?” and “How can we win Loyalty Beyond Reason?”

Shopping is…

• Shopping is necessary.• Shopping is emotional. • Shopping is primal.• Shopping is human nature. • Shopping is seductive.• Shopping is physical.• Shopping is local.• Shopping is global.

• Shopping is an experience.• Shopping is sensual.• Shopping is fun.• Shopping is social.• Shopping is responsible.• Shopping matters.• Shopping shapes us.• Shopping is life.• Shopping is winning.

Research

• Research is used to discover what we don’t know we don’t know, solve problems, and inspire us to look further and deeper.

• Research with curiosity -- wanting to know can transform research• Research is needed to transform brands into

Research Approaches

1. Climb a mountain

2. Go to the jungle

3. Think like a fish

Lovemarks & the people who own them...

• Inspirational Consumers: Caretakers of a Lovemark– Suggest changes– Ensure availability– Spread the word

“The journey of a thousand miles begins with a single step,” goes a Chinese proverb. To me, its

not the distance to a better world that matters. The journey is only as long as we believe it to be. What

counts are the single steps. The steps taken by Inspirational Players in their path towards creating

The actions of enterprising people to make a difference through Love.

Thank you!

http://www.lovemarks.com/