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Lovemarks: more than just brands

by Alsoro
6 replies


- David, ¿would you like something to drink? – asks Michael to his son.

– Yes please, i feel like something refreshing, ¿do we have Coca-Cola? – replies David.

– I bought Pepsi, it was on sale… ¿do you mind? – answers the father again.

– Ummmm….then i’ll have just water, dad –finally says the young boy.

Interesting…really interesting. How is it possible that David changed his mind to the level of preferring a glass of water over a refreshing soft-drink just because he couldn’t get his favourite one, his beloved brand?

The answer goes beyond a rational decision, since Coca-Cola represents, for many people, a Lovemark.

But, what is a Lovemark?

This word was coined in 2004 by the publicist Kevin Roberts in his book “Lovemarks: the future beyond brands”, referring those brands whose customers are not only simple clients of the company but also passionate fans.
The link company-customer is extremely strong because the philosophy and principles of the brand are shared by its clients, reaching the highest level of loyalty.

There are tons of examples of Lovemarks, such as Apple, LEGO, Converse, Ikea, Guinness, Ben & Jerry’s, Cadbury…or the previously mentioned Coca-Cola.

The word Lovemark is not only used for products as it can also be a person, an organization, a team or even a city. Everything itself is a brand, haven’t you heard about the expression “personal branding”?

There’s a magnificent web where you can find further information about this topic, with rankings and comments about brands.
The name of the site couldn’t be any other way: lovemarks.com And out of curiosity, as of today, the top ten ranking is:

Apple
Shah Rukh Khan (Bollywood star)
Google
IndoMie (to be honest i didn’t know it)
Coca-Cola
Guinness
Starbucks
Adidas
Jesus Christ (not joking, check it for yourself)
Moleskine

Everyone knows love is the most powerful existing feeling, even when it comes to the brands. What can your company offer to get closer to that?

As French people would say, c’est l’amour…
#brands #lovemarks
  • Profile picture of the author Jason Kanigan
    Well although this is posted on Digital Point, here, and in a curated latin marketing blog, the author does seem to be the one posting it and the content does seem original.

    I am generally wary of pasted-in blog posts, and try to add content relevant to the audience if it's a rare occasion I'm going to do it myself. The link at the end should probably be removed. OP, your blog link can go in your signature when you get enough posts to qualify or under your name (click "User CP", "Edit Options"). At least you aren't rushing your post count. That's respectable.

    This was a useful post. I would also like to see some more content, another paragraph or so perhaps, on how Lovemarks are relevant to Warrior members. We don't have big companies or big budgets, for the most part. So how can we develop such affinity for our own brands?

    It's a wake-up call to "begin with the end in mind" and have this branding idea and what we want to be known for understood when we begin our business...not have it develop by accident or, more frequently, not at all.

    Coca-Cola is an interesting example. What is it about Coke's "philosophy and principles" that are shared by its users? I have no idea, beyond, perhaps, "fun."

    Yes, animated polar bears giving each other fizzy drinks for Christmas is amusing. But how does that communicate philosophy? It's attention-getting and memorable. But principled?

    Funny thing is I DO prefer Coke to Pepsi, and I will give you a "reason" (the taste. Pepsi is too darn sweet.) At least, that's what I SAY. Perhaps, though, my mind has indeed been infiltrated by this Lovemark...and I am merely providing an intellectual reason to support my co-opted lizard brain's hardwiring.
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  • Profile picture of the author Underground
    The OP has all the hallmarks of a typical link spammer, but the subject of branding is a good one to broach.

    Rare on this place because of the belief that direct marketing is all you need.

    It's important though because customers expect it these days. Alan Weiss is a one man band who works from home and has the Million Dollar brand.

    Having a strong brand is a powerful way to stand out, differentiate and win business. I think it's essential in nearly all cases. It's not focused on nearly enough on this place.

    Here's some practical stuff on the subject from HubSpot. Every business should follow these guidelines if they haven't already:

    The Beginner's Guide to Developing a Remarkable Brand Identity

    The Marketer's Guide to Developing a Strong Brand Identity
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    • Profile picture of the author Jason Kanigan
      Originally Posted by Underground View Post

      The OP has all the hallmarks of a typical link spammer, but the subject of branding is a good one to broach.

      Rare on this place because of the belief that direct marketing is all you need.

      It's important though because customers expect it these days. Alan Weiss is a one man band who works from home and has the Million Dollar brand.

      Having a strong brand is a powerful way to stand out, differentiate and win business. I think it's essential in nearly all cases. It's not focused on nearly enough on this place.

      Here's some practical stuff on the subject from HubSpot. Every business should follow these guidelines if they haven't already:

      The Beginner's Guide to Developing a Remarkable Brand Identity

      The Marketer's Guide to Developing a Strong Brand Identity
      I know, that's why I checked it out.

      It is a discussion to have.

      Instead of "AAAAGHH! I need to MAKE A BUCK!" newbies should concentrate on building the brand.

      It's not easy and it takes consistent, long term effort. But it needn't be expensive. And anyone who has skill to offer can build themselves a brand.
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      • Profile picture of the author Underground
        Originally Posted by Jason Kanigan View Post

        I know, that's why I checked it out.

        It is a discussion to have.

        Instead of "AAAAGHH! I need to MAKE A BUCK!" newbies should concentrate on building the brand.

        It's not easy and it takes consistent, long term effort. But it needn't be expensive. And anyone who has skill to offer can build themselves a brand.
        Yeah, certainly a better place to start concentrating. Desperation is good for finding out what doesn't work only.


        I always liked your Sales on Fire brand. That got me into your stuff. It's powerful stuff.

        We need a John Durham-type evangelist for making building a brand the foundational rallying call for newcomers rather than ''just pick up the phone and sell anything to make some cash today''.

        I've kind of fumbled my way over the years to some sort of coherent brand identity. But it doesn't have to take that long.

        To point it out for those who aren't going to look at the links, there is a solid procedure to follow. In short, as outlined in those links:


        1. Determine Where Your Company Sits in the Market, with a SWOT analysis of competitors and marketplace.

        2. Work out vision statement

        3. Work out mission statement

        4. Essence

        5. Personality

        6. Position or Value proposition


        I really doubt you can start to have a successful business until you're clear on many of those things to some degree.

        You're copy, scripts, pitches and marketing collateral will be weak, your services most likely won't be new or unique and you'll be missing out on so many opportunities for growth and profit that most of the other people who haven't spotted in a market.
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  • Profile picture of the author Alsoro
    I thought this forum could be used for giving valuable content and you also could add a link to your site as a way to promote it. (I saw links in other threads).

    My apologies for the link to my site.
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  • Profile picture of the author bizgrower
    I think Marie Forleo and Sally Hogshead do great work in this arena for small businesses or consultants. Especially Sally Hogshead with all her research about how to "fascinate" as she calls it.

    Key personalities at a small business lead to a brand. While similar companies - say web design providers, (or hoteliers - LOL) can do about the same thing, the customer contact people, product,
    and policies ... make the difference
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