Thursday, April 14, 2011

Love Branding, Lovemarks - Like two religions talking about the same Energy

When I say I work with "Love Branding" many people think I either work for Siimon Reynolds old agency Love Communications, or with Kevin Roberts´ Lovemarks. Both lovely guys with bright ideas, and our philosophies are similar, just like two spiritual schools most likely refer to the same energy or God (the mysterious 'something bigger') even if they are separated into various cultural churches.

Compared to Lovemarks, Love Branding is probably:

1.  more psychology and science based,
2.  more a method about HOW to make people fall in love with your brand,
3   more research/insights/people focused than advertising focused, and
4   more 'spiritual' since I work with my insights from connecting people in romantic relationship.

But I do admire both Reynolds and Roberts, and decided to re-read Lovemarks today to get some great inspiration. If you don´t know what the book is about, here is a summary from the website:

About LovemarksThe Future Beyond Brands

Brands have run out of juice. More and more people in the world have grown to expect great performance from products, services and experiences. And most often, we get it. Cars start first time, fries are always crisp, dishes shine.

A few years ago, Saatchi & Saatchi looked closely at the question: What makes some brands inspirational, while others struggle?

And we came up with the answer: “Lovemarks: the future beyond brands”

How do I know a Lovemark?
Lovemarks transcend brands. They deliver beyond your expectations of great performance. Like great brands, they sit on top of high levels of respect - but there the similarities end.

Lovemarks reach your heart as well as your mind, creating an intimate, emotional connection that you just can’t live without. Ever.

Take a brand away and people will find a replacement. Take a Lovemark away and people will protest its absence. Lovemarks are a relationship, not a mere transaction. You don’t just buy Lovemarks, you embrace them passionately. That’s why you never want to let go.

Put simply, Lovemarks inspire: “Loyalty Beyond Reason”

The Hallmarks of a Lovemark
At the core of every Lovemark is Respect. No Respect? It’s not a Lovemark. It’s as simple as that. Check out the Love/Respect Axis and see just where your favorite brand is sitting.

A Lovemark’s high Love is infused with these three intangible, yet very real, ingredients: Mystery, Sensuality and Intimacy.

Mystery draws together stories, metaphors, dreams and symbols. It is where past, present and future become one.

Mystery adds to the complexity of relationships and experiences because people are drawn to what they don’t know. After all, if we knew everything, there would be nothing left to learn or to wonder at.

Sensuality keeps the five senses on constant alert for new textures, intriguing scents and tastes, wonderful music. Sight, hearing, smell, touch, taste.

Our senses work together to alert us, lift us, transport us. When they are stimulated at the same time, the results are unforgettable. It is through the five senses we experience the world and create our memories.

Intimacy means empathy, commitment and passion. The close connections that win intense loyalty as well as the small perfect gesture. These are often remembered long after functions and benefits have faded away.

Without Intimacy people cannot feel they own a brand, and without that conviction a brand can never become a Lovemark.

Shah Ruhk Khan - a famous Bollywood star - is by the way the Nr 1 Lovemark in the world, according to

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