lovemarks presentation
DESCRIPTION
Summary of LoveMarks by Kevin Roberts for SI 658 PresentationTRANSCRIPT
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/