lovemarks effect preview

8/7/2019 Lovemarks Effect Preview

1/11

featuring insights from

SILVANO CASSANOCEO, Benetton

CARL ELSENERCEO, Victorinox

JOHN FLEMINGChief Marketing Officer,

Wal-Mart

WALT FR EESECEO, Ben & Jerrys

MALCOLM GLADWELLaward winning writer

MAURICE LVY, President, Publicis Groupe

JOHN LORINGDesign Director,

Tiffanys & Co

ARNO PENZIASNobel Laureate

TOM PETERSCEO, Tom Peters Company

MARY QUANTfashion designer

MARY ROBINSONformer President, Ireland

RENZO ROSSOCEO, Diesel

J IM STENGELGlobal Marking Officer,

Procter & Gamble

JOHN WAREHA Mbusiness mentor and author

ALAN WEBBERCo-founder, Fast Company

KEVIN ROBERTS CEO WORLDWIDE, SAATCHI & SAATCHI, IDEAS COMPANY

thelovemarks

effectWINNING IN THECONSUMERREVOLUTION


2/11

THE LOVEMARKS EFFECT THE LOVEMARKS EFFECT

Contents

BRANDS

Low Love

High Respect

LOVEMARKS

High Love

High Respect

PRODUCTS

Low Love

Low Respect

FADS

High Love

Low Respect

LOVE

R

ESPECT

As CEO Worldwide of Saatchi & Saatchi, Ideas Company, Kevin Robertsleads an international team of 6,500 creative people. A dedicated trav-

eler and sought-after speaker, he is a source of inspiration to thousandsof people through his business vision, clarity of purpose, and inimi-table, straight-talking style. Roberts is CEO in Residence at CambridgeUniversitys Judge Institute of Management, and Professor of Sustainable

Enterprise at both the University of Limerick in Ireland and at theUniversity of Waikato Management School in New Zealand. He hashomes in New York, St. Tropez, and Auckland. With staff in 132 offices

and 82 countries, Saatchi & Saatchi works with several of the worldsmost successful companies. Saatchi & Saatchi transforms brands, busi-nesses, and reputations by drawing upon the power of world-changingcreative ideas.

Love/Respect Axis

The Love/Respect Axis is a fantastic way

to separate Lovemarks from brands, fads,

and commodities. Rememberto be a

Lovemark you must have high Respect. No

Respect, no Lovemark.

IntroducingKevin Roberts

1. L IS FOR LOVEMARKS

An introduction to the transforming

potential of Lovemarkshow they have

been taken up, their emotional impact,

and what comes next in the Lovemarks

story. Featuring Alan Webber, Co-

founder, Fast Company; and Maurice

Lvy, Chairman and CEO, Publicis

Groupe.

2. CREATING CONSUMER DREAMS

To attract the new consumer we need

new ways of thinking and acting. A guide

to how to win consumer hearts by

attraction. Featuring Jim Stengel, Global

Marketing Officer, Procter & Gamble.

3. PLANET LOVEMARKS

A look at Lovemarks through the eyes

of Inspirational Consumers around

the world. Featuring Richard Hytner,

Chairman, Europe, Middle East and

Africa, Saatchi & Saatchi; and Malcolm

Gladwell, author.

4. CREATING LOVEMARKS

A guide to putting Lovemark principles

into practice featuring comments from

28 Inspirational Owners, CEOs and

senior marketers. Included are AVEDA,

Benetton, Ben & Jerrys, Camper,

Dansko, Kiehls, Montblanc, REMO

General Store, Segway, Silhouette, and

Victorinox.

5. ROMANCING THE SHOPPER

An investigation into wooing the shopper

with Mystery, Sensuality, and Intimacy.

Featuring John Fleming, Chief Marketing

Officer, Wal-Mart; and Andy Murray,Global CEO, Saatchi & Saatchi X.

6. FORM FOLLOWS FEELING

How design can create objects to fall

in love with. Featuring Tom Peters,

CEO, Tom Peters Company; Renzo

Rosso, CEO, Diesel; Inoue Masao,

Chief Engineer of the Toyota Prius;

Mary Quant, designer; Arno Penzias,

Nobel Laureate; Derek Lockwood,

Worldwide Director of Design, Saatchi

& Saatchi.

7. LOVE ONE DAY AT A TIME

Sustainability is the bottom line and

Lovemarks are a way to realize this

dream. Featuring Mary Robinson,

former President of Ireland; Professors

Mike Pratt, Waikato Management

School, and Roger Downer, University

of Limerick; John Wareham, business

mentor and author; and Mika, dancer

and performer.

8. HEARTBEATS

Measuring the ripples of Lovemarks

on the world stage required market

research as we knew it to be

reinvented. Featuring Kevin Dundas,

Worldwide Strategy Director, Saatchi

& Saatchi; and Peter Cooper, CEO and

John Pawle, Managing Director, QiQ

International.

9. LOVE GOES TO WORK

Saatchi & Saatchi people use Lovemarks

to inspire, create, and innovate. Eight of

Saatchi & Saatchis ideas people share

their insights for creating emotional

connections and making Lovemarks

live in the world. Featuring 26 pages ofexamples of Lovemarks at Work.


3/11


We first presented Lovemarks in the September, 2000 issue of Fast Company.Back then I was talking Trustmarks, but a bottle of great Bordeaux turnedTrust into Love. Weve never looked back.

Taking the first Lovemarks book to the world has been a fantastic ridethe

response has been unbelievable. In China I talked with students who grabbedat Lovemarks like a life jacket. China is changing and these kids got it right

away. Any real change will come from new ideas like Lovemarks, not rehashedversions of old ones. They saw that Lovemarks means transformation, notincremental improvement.

Their response was echoed everywhere. Well have editions ofLovemarks: thefuture beyond brands (powerHouse Books, New York, 2004) in 16 languagesby the time you read this and we have people from 149 countries registered at

lovemarks.com. I was so energized by the whole experience, and the responsewas building so swiftly, that I knew we had to publish a new book fast, one thatshowcased what had been happening since we published Lovemarks.

The big news is that Lovemarks work in the marketplace. You can see it in thegrowing community on lovemarks.com, you can feel it in the responses weget from clients, and you can taste it in the numbers crunched in Lovemarks

research. We have proven, once and for all, that Lovemarks are guaranteedprofit generators and unbeatable consumer attractors. Tools like the Love/Respect Axis enable Inspirational Owners to examine their businessesand develop transformational ideas. They can help ideas people create the

astonishing iPod out of the MP3 player and the magical Cirque du Soleil out ofthe traditional three ring circus. To find out how Lovemarks can transform real

in the UK and working with many creative partners to create astonishingexperiences like the Lexus interactive billboard in Times Square.

Lovemarks in business

Its not only Saatchi & Saatchi who have been putting the Lovemarks philosophyto work. I have been delighted to see Love become a welcome guest in theworld of marketing. This is a big step up from when I used to mention theL-word and CEOs slid under their boardroom tables. Love is here to stay.

Emotional connections with consumers are an irrefutable differentiator in themarket.

Early on in the story I took the three vital Lovemarks elementsMystery,

Sensuality, and Intimacyto the auto industry. For Lovemarks to work it hadto be able to survive in one of the toughest, most macho businesses in theworld. I looked out at a sea of guys at J.D. Powers 12 th Annual Automotive

Advertising Strategy Conference in California and told them that movingmetal was an abysmal description of selling cars. Dont tell your customershow much metal you move, I said. Tell them how much the metal moves

you. Suddenly these tough car guys realized that what they felt for the beautiful

creatures they sold was Love.

Ive seen the auto industry, more than any other, take up the powerful imagery

and messages of Love and Lovemarks. Take a look at their most recent caradvertisementsthe emotions of ownership have replaced the conventionallisting of benefits. Everywhere I see the word Loveon billboards, intelevision commercials, and in print. At one stage there were so many hearts

Make way for consumers!businesses we talked with a wide range of Inspirational Owners. The stories

of these CEOs and senior marketers show a deep understanding of theirconsumers and an unwavering belief in the power of emotional connections.

Lovemarks thinking has transformed Saatchi & Saatchi from an advertising

agency into an Ideas Company. It inspires us to take our talents and passionsin new directions. Thats why you find us creating and managing a live band

in newspapers and magazines it was like a Valentines Day rash. Thank goodnesspeople are now digging deeper and seeing that the heart is just one symbol of

the Lovemarks connection.

Why would we discard emotions in business when they play such a central role

in our daily lives? The same human inpulses that create passionate connections infamilies and friends are the very ones we also need at work.


4/11


PIXAR Okay, those fishin Finding Nemo are thecoolest characters ever cre-ated. I am a fish fanatic whospends her days sculptingand painting my own hom-age to everything that swims.

I love Pixar for the genius thatgoes into everything they do! Edith,

United States BANG & OLUFSENTruly an illustration of the beauty that can

unite art and technology. Take the earphones: asimple object that s both functional and aesthetically

pleasing. Great design and use of materials make theseearphones a unique investment. If only all the objects i n theworld could be both innovative and inspirational. Liming, Canada

CANON Canon is the clear leader in this race for digital imag-ing. Ive tried Sony and Nikon cameras, but when I look at the rich

colors emanating from my Canon images, I go into sensory overload!They make memories technicolor.Chen Yen, New Zealand SONAR 4When I was younger, I never dreamed I could now do the things that Imdoing now with this software. Ten to 15 years ago I would have neededtens of thousands of dollars to do the same things in a studio, and somethings that SONAR enables were not even possible back then. The toolsused by professionals are all available to me i n my home studio. SONARis like an extension of my creativity. I am realizing my dreams of creatingprofessionally-recorded music, and I have just had my first success withmusic placement in a recent Hollywood movie.Mao, United States KODAK How incredible is it to look at a picture of my child atone minute old, and compare it to a picture of myself at one min-

ute old? How incredible is it to look at the date on the backand notice the Kodak logo on both? George Eastman

really knew what he was doing when he foundedKodak. Its the only Lovemark I look for when

I want to preserve the best momentsof my life. Adrian, United States

L O V E M A R K S N O M I N A T I O N S

Coleman camping products

My family and I spent countlesschildhood weekends and holidays

camping in Alberta. We wereexposed to all forms of weatherusually on the same day. Sometimes

the only ray of light on our trips

was our boldly colored, highlyreliable Coleman camping gear.

From our coolers to our lanternto our two-burner portable stove,Coleman was there for us, neverletting us down. My Coleman

products have lasted as long as myuncompromising loyalty to them (Ibuy nothing else). How reliable is

Coleman? Thirty years later I stillhave the cooler, the lantern, andthe two-burner stove. They remindme of a special childhood full of

memories and are still around tocreate new memories with each

tripnow thats a Lovemark.Craig, CANADA

Chanel No.5

This was my first perfumemy

mum gave me one of those smallsample bottles when I was eight.Every time I smell it, it reminds meof how naughty and grown-up I felt

the first time I carefully took off the

lid and dabbed the scent, with myeyes closed, thinking that someone

was going to fall in love with me themoment they smelled me. Romance,glamour, and hopein a bottle.

June , SINGAPORE

lovemarks stories

LUXE city guides

Forget leafing through pages ofoutdated, uninspiring text, and

arriving at your destination onlyto find it dreary, misrepresented,or shut. No longer will you havetourist slapped across your

forehead as you dither aroundconfused, frustrated, and lost. TheLUXE guides contain secrets that

even the sassiest folks about towndont know. You will be cosseted,pampered, and revitalized, and youwill laugh till your drawers drop.

These guides condense each cityinto a glorious, golden nutshell. TheLUXE guides are simply beyond the

brand.

Grant , UNITED KINGDOM


5/11

THE LOVEMARKS EFFECT

Before you start out on the road to Lovemarks, you must have Respect.Too often I find businesses think of consumers as just another hurdle

before making a sale. The first job then is to turn suspect into Respect.Businesses have analyzed and measured Respect for decades. But it keepsslipping through their fingers. The trouble is that consumers keep changingand the stakes keep going up. Respect has to be earned again and again, just

as Love can only be given.

Heres the crunch question I have asked business leaders everywhere

is it better to be respected, or loved and respected? Theres no contest.Everyone wants both.

Consumers themselves treat Love and Respect as an indivisible whole.

Try thinking of your favorite relative. Can you separate the emotions youhave for them into neat Respect and Love boxes? Of course not. Peopleforget that Respect itself carries emotional baggage.

Just as we did for Love, we have worked out the most important elementsof Respect. Use it as a guide to action, not an excuse for more analysis.

START WITH RESPECT

1.

Take a long, hard look at the items on the list. Every one of them feels like a

routine business expectation, until you wrap some personal emotion aroundit, and focus on your brand. Continues...

PERFORMANCE

INNOVATION

QUALITY

SERVICE

IDENTITY

VALUE

TRUST

RELIABILITY

COMMITMENT

EASE

OPENNESS

SECURITY

REPUTATION

LEADERSHIP

HONESTY

RESPONSIBILITY

EFFICACYALovemarkisonlyas goodas

thepeoplewholoveit. Thats

whyLovemarkcompaniesattract

communities.Itsallaboutfamily.

Ifyoucanproveto consumersthat

youcareabouttheirwell being,their

futureandtheirrelationshipwiththe

brand,theywillrewardyouwith Loyalty

BeyondReason.

InthecontributionsbyCEOsof

Lovemarkcompaniesyouwillfind

somefantasticideastohelpyoustart

yourownLovemarkcommunity_from

Fluevogsencouragementofconsumers

tohelpinthe designoftheirshoes,

toRemosinfectiouswebsitethathas

takenonalife ofitsownas consumers

revelintheability totakecontroland

havefunatthe sametime.

7.CREATE ALOVEMARKSCOMMUNITY

LUSH

F irs t nom inated by Veronica,

ITALY

Sometimesourproduc tswillstartmerelya swordssuggested by

customersthat inspireusto make

products tomatch .HowdoIknow?B ecause Ioftentakepartinour

web-basedcustomerf orums.We

haveafanzinecalledLushTimes andfanswho callthemselvesLushies. I

attr ibute th is le ve lofloyaltytothe

factthatwewearourheartonoursleeve.

Mythoughtsonwhatmakesusa

Lovemarkarebest capturedbyt en

words:Provocative, Honest,Fresh,Innovative,Fair, GreatProducts,

Safe,Fun,Teasing.

MARK CONSTANTINE,

MANAGING DIRECTOR

3MPOST-ITNOTES

First nominated by Andre,

S OUTH AFRICA

Tobealovedbrandmeans

attractingloy altythedream ofeverymarketer.The brandisin

theconsumerseyes andtheresan

emotionalconnection.

WhenPost-it Noteswerelaunchedtheyc hangedtheof fice

environment.Nowt heyhavemore

thanone importantrole inourend-userslives.They allowpeople to

beintouc hwitho thersmothers

sendingnotesin theirchildrenslunchboxes,spouses leavingnotes

insuitcaseswhen theirhusbandor

wifetravels, messagesonbathroo mmirrors.

M. JEANNINE CURR IE ,

COMMUNICATIONS

MANAGER , 3M OFFICE

SUPPL IES DIV IS ION

HUFFER

F irs t nom inated by Char le s ,

AUS TRALIA

Myattitude is thatl i fe is abeautifu lth ingandbe inginbus iness is araw

exercise .Youlearnalotabout

yourselfandthewor ldaroundyou.Ilove the ideaofs tartingwith

nothingand makingsomething.

Everyonehas somethingvaluabletosay,sol is ten ingintentlyispart

ofit.Mostlywetryandplease

ourselvesando urbuddiesand letthedirectionandthe identitytake

theirown shape.

DAN BUCKLEY , FOUNDER

MANDARINADUCK

F irs t nom inated by Maite ,S PA IN

Ourproducts respectthepeople

whobuythem inthesense thattheyrefunctional andfresh,t heyre

worththepr ice ,andtheyhavea

s tyle thatisntimpos ing.Thisadds

uptoasensationofwhatIdcal lwellness.Thatin turncreatesa

leve lofconnectionthatisdifficult

toforge t.

Webe lieveRespectcanbe the

conduitfor LoveRespectfor

colle agues ,forcl ients , foral lthepeopleyouconnectwith .Thebest

waytoshowinteres ttowards

otherpeople isdosowithadutyofhonestyand truth.

MATTEO ATTI,

BRAND MANAGER

EVIAN

F irs t nom inated by B onita,

UNITED K INGDOM

ALovemark isnotjus tabrand

people love ,butalsoabrandthat

lovespeople: answeringtheirneeds,makingtheir lifeeasier,

fittingthe irwayofl i fe ,actingfor

theirwell-being.

Recognizedasasourceofyouth , Evianbe lie vesyouth isnot

aques tionofage ,butofattitude :

withEvian ,keepingbodyandm indyoungandhealthy iswithin

everyonesreach!

THOMAS KUNZ,

EXECUT IVE V ICE

PRES IDENT BEVERAGES ,

GROUPE DANONE

ThesensitivityIntimacydemandsof

usmeansthatofthe threeelements

ofLovemarks,Intimacyresponds

fastesttochange.Takethemobile

phone.Whatusedtobethe symbol

ofhard-chargingbusinesshasbecome

theclosestcompanionofmillions.This

transformationaloneshowsthepassion

peoplehaveforemotionalconnection.

ONE:TAKE ACTION

Onephrasethat irritatesthe hell

outofme is ,Ihearwhatyousay.Hear ingisone th ing,butdoingis

another.Howabouttak ingadeep

breathandsaying,Imgoingtoactonwhatyoujus tsaid.Toooften

pricelessconsumerinsights sitforgottenon someonesdeskor

harddriveunti ltheyare archived,

thentrashed. Iremembera clientshowingmeas tackofforms .They

were fromasurveydonetwoyearsbe fore,butneveranalyzed.Ilooked

atthe topshee tandthere incare fu l

handwritingwas thecomment, Youneedtotakemorenoticeofyour

customers.Thekey toIntimacy?

Listen,listen, listen,andac t.

TWO:BUILD IN LAYERS

Intimacyand Mysteryhave manyconnections.The specialsense

ofbe longingthatIntimacybr ings

iscreatedby revelation,notexplanation.Explore yourbrand

tofindresonanc esconsumerscan

uncover .Itcouldbeathoughtfulcomfortlike aluminescentdrink

holder forn ightdr ivingorabenchinexactlyther ightp lace inthe

store.

THREE:

REMEMBER BIRTHDAYS

Re lax .Imnottalk ingaboutpr inted

messagesincorporate greeting

cards.Rememberthe timeswhenagifttouchedthesweetspotand

firedupunforced enthusiasm?Howdoes th ishappen?Its s imple .

Theper fectgiftis al laboutthe

personwhorece ive s it,andits al laboutyouatthesametime .Itis a

greatemotional connectiontied upwitha ribbon.Yourconsumers cant

lovewhat youproduceunless they

canseeyoulove ittoo.

FOUR:LEARN TO LET GO

Customizationis thepragmatic faceofIntimacy.Thebarhascertainly

beenraisedinawor ldwhere

peoplecancusto mizeanythingf romtheirsneakersto theirautomobiles.

Thebigquestiontokeepask ingis :

wherecanconsumers getmoreinvolved?People liketopart icipate

whentheyhave meaningfulchoices.The fatherwhoshowsasonhowto

paintawall ,butneverhandsover

thepaintbrush ism is s ingthepoint

FIVE:GET INSPIRED BYFAMILY

Love is two-way.Its as s impleas

that.Whenyouforge tth is s impleru le ,peopledr iftaway.Use the

ideaoffam ilyasan inspiration in

yourbusiness.Identif ythesto riesandlanguage thatshowwhyyour

organ izationneeds todowhatitdoes ,ratherthanwhatmustbe

achieved.Sharingis thefoundation

offam ily.S har ingishowyoucreateafam ilythatisemotional ,proud,

andfiercelyloyal .S haringis theessenceofIntimac y.

6.TRANSFORM WITH INTIMACY

Humanslivethroughtheirfivesenses.

Theyaretherich contextthatallowus

tochoosebetweenthethingswelove

andthoseweavoid.

ONE:

TURN UP THE MUSIC

L is tthesongs thatcomecloses t

tothere lationsh ipyouwant

withconsumers .Dontjusttakelyr ics intoaccount.Pace ,tone ,

rhythm ,andvolumeallmakemusic

distinctive.I rememberMicrosoft

as tonishedthewor ldbyus ingtheRoll ingS tones h itS tartMeUpto

launchWindows 95 .Whatab ig

emotionalprom ise ! Iftheyhad

keptthatpassional ive theycouldhavebecomeoneofthemost

lovedcompanie s inthewor ld.

Todayanybrandcanopentheearsofconsumers .Jus tmakesure its

aboutthem ,notyou.Youwant

toentertainthem ,notputmore

marketingmashi ntotheir bowls

TWO.

EMBRACE SCREENS

Thehard, reflectivescreenis

usual lyregardedas theoppositeof

thesensuality ofLovemarks. Your

challengeis simplethen: reinventS ensual itysoitincludes thescreen

senses.A fte ral l ,the screenis

themarketplace forthis century.

5.TRANSFORM WITH SENSUALITYS creensp laytooursensesofs ightandsoundeveryday.Notonlyhas

themobile phoneelevatedt ouch,

deepin laborator ie saroundthe

wor ldscientis tsareworkingtocapture tasteandsme ll .Ge tthere

firs t.A sk theyounges tpeople in

yourbusinessho wscreenstouc h

theirsenses.Believe them.

THREE:ASK FOR A HAND

Fromdesigningc arsto designing

shoes,consumersa redoingit

forthemselves. Tothemitscus tom ization .Toyouitcanbe

inspiration.Sensuality means

ge ttingphys ical .Dontjustaska

fewques tionsandfilte routtheanswersyoudontl ike .Getpeople

toplaywithyourproduct, le tthem

getthe irhands intothepackaging

andencourage themtomakeprototypes thatwork forthem ,

nomatterhowwe irdtheyseem

toyou.The irfirs tattemptsm ight

looklike Frankensteinsmonster,buti fthere is thegermofan ideain

there the irhybr idwil lbeath ingof

beauty.Neverf orgetconsumers are

smartthatswhytheybuyyourbrand.

FOUR:GET IN TOUCH

B ewareofb landness inth is twenty-firs tcentury!Thebrands that

offernew sensualexperiences

willbecome leaders.Start simply.Whenyoupr intbusinesscards ,add

textureto thepaper.Try embossing

toleaveatouchmemoryinanyone

whoholdsone .Testal lyourpackagingwithtexture inm ind.L ive

withyourproducts .A smallbut

per fectchangecanmakeaproduct

s ingwithoutaddingcos t.

FIVE:DONT GET HUNG UPON TASTE

A lotofpeoplefindthesenseoftas teachal lenge .Iftheyarenotin

the foodbus iness theyfigure itis

irre levanttothem .Use tas teasa

surefirewaytos tre tchyourbrain .Imagineyou manufacturebricks.

Youm ightnotwanttoeatone ,but

br ick sdonthave tobe tas te le s s.

S tartwithabeautifu l lybu iltwallwiththecaptionthesweettas teof

success.Consider sponsoringa fine

foodawardorcreatingchocolates

thatlook likebr ick s .Theper fumecreatorDemeter havescents called

GrassandVinyl. Imsurebr ick

wouldbeabreeze!

LONELYPLANET

F irs t nom inated by Margar ita,

UNITED STATES

Recentlysomeone said LonelyPlanetis aboutthe ohwowandthedammit! moments .Thatsums itup

prettywell.

Ohwowwhentheguidebook

te l ls youaboutth is amazingrockartandrockyplateauatUbirr inK adau

NationalParksoamazingthatyou

almosthave tos itdowntoabsorbital l .Anddammit! whenyoure

suddenlylos tinas trangeplaceon

acold,wet,darknightwhereyoucantspeak the languageandyour

trus tygu idebookhe lpsyoufindthat

warmandsafebed!

Whatmakes LonelyPlanetspecial

forsomanypeople?Ithe lps

thembebrave,ithe lps themtakethe journeythattheym ightnot

otherwise take ,andithe lps them

connectwiththewor ld.

JUDY SLATYER, CEO

Lonely Planetcoverimageyoung

AboriginaldancerfromCape YorkPeninsula,Australia.

Drowningpeopleininformationis

amajorturn-off.Peoplelovetobe

intriguedandtomakediscoveries

forthemselves.Whyelsearesecret

formulassosuccessful?Whyelsedo

wehangoutforthe surpriseending?

ONE:

UNDERSTAND THEPOWER OF STORIES

Everybrandhasas tory,and

thebes tonesoftencome from

consumers.Identify thekeye lementsofagreats tory

character,setting, conflict,

p lot,s tyle ,andsoon.This isan importantwaytobeginto

understandwhyso mestoriesare

morepowerfult hanothers. Collecteverys toryyoucanfindabout

yourbrandandthengooutand

askconsumersfor anystoriest heyhave .Youwillbeamazedatthe

insightsthesesto rieswillo penup

foryou.

TWO:

START TELLING STORIES

S torytel l inghascomeback into

fash ionsothere s alotofhands -

onhe lpoutthere.Youmayneedanexperiencedstory tellerto get

youmovinginther ightdirection

butthebottom line is thatthese

4.TRANSFORM WITH MYSTERYareyours tor ie s .Peoplecantel l

whatsauthentic andwhats notinaheartbeat.Thepotential is

huge tobegintote l lyours tor ie s

ininnovative andexciting ways.Camperprovides thes toryofits

or iginswitheverypairofshoes it

sells.Peoplelo vethisco nnectionofthepas twiththepresentthat

makes them fee lpartoftheCamper

story.

THREE:GET INTO ICONS

Greaticons havealways worked

hardtobr ingasenseofMystery

tobrands. ThePillsbury Doughboywithh ischarminggigglehas

delightedgenerations ofconsumers.

Agreeonthe10mostfamous iconsinthewor ld,andtheninventone

ofyourown.Itwontbeeasy,but

there snobe tte rwaytoge tins ightintothebigtruthabouticonsthey

workwhentheyconnectwith

emotionaltruths .Thats alongwayfromacorporategraphicthatno

onecan remember.

FOUR:

BECOME DREAMMERCHANTS

Onceyouarenotatthecenter

layingdownthe law,there is room

forconsumers toparticipate.

Weknowthateverybrandmeanssomethingal ittlediffe rentto

everyconsumer.Love liesint hese

diffe rences ,andoneofthemostdynamicdifferences isdreams.

B yge ttingintouchwithwhat

consumersdreamaboutyoucanrevealprofound insightsinto their

needsandaspirations .Howyouge t

tothosedreams is le s s importantthanwhatyoudowiththem .

Shopperscould havedreamtfo rever

aboutsomehowtak ingare lax ingbreakint hesupermarket.This was

allfantasy untilsomesupermarkets

respondedbyo peningcoffee shopsintheir stores.

Therearemanydifferentpathsto

becomingaLovemark.Thiscanbe

intimidatingaswellasinspiring.

EntertheLove/RespectAxis.

TheAxisisruthlesslysimple,leavingno

placetohide.

INSPIRATION ONE:LOCATE

WorkthroughtheLovemarkselementsandloca teyourbrand

onthe Love/RespectAxis.Insomecases itm ighthe lpto

separatetheco mpanyfrom

thebrand,anditalwaysmakessense tobeclearaboutwhose

pointofviewyouare tak ing.Usuallyit willbet heconsumers

perspective,but youmaywanttocheckoutinves tors

orpartnersandseewhatdifferencesthis makes.

Ifyoure intometr icsyoucanevenuse theAxis toaward

points foreachLoveand

Respectquality, averagethemoutanduse theresulttoplot

yourposition.

Use thechartbe lowoftheLove

andRespectqual itiesandge tasenseofwhereyouares trong

andwhereworkneeds tobe

done.

FIND OUT WHERE YOU STAND

BRAND

LowLove

LOVEMARKS

HighLove

LowLoveLowRespect

HighLove

LowRespect

whereyourcompetito rshave

out-Lovemarkedyou.

Comeupwith50ideas thatcan

he lpclose thegap .Deve lopfive .

Leave thewhiteboardbehindandunleashyour ideas inthe

marketplace.

INSP IRATION FOUR:

STRETCH

Useyour ins ideknowledgeofyour indus try.S e lectfour

brands,onefo reachquadrantofthe Love/RespectAxis.

Deve lopspecific,actionablestrategiesfor howeachbrand

couldbecomea Lovemark.

Focusonthedifferences inwhatis requiredtoge toutofthe

fadquadrant, thecommodityquadrant,and thebrand

quadrant.

INSPIRATION TWO:GENERATE

Wherewouldconsumersput

yourbrando ntheLove/Respect

Axis?

Discuss thediffe rencebe tween

theperceptionof yourbrandsandbusinesscompared to

yourownthinkingaboutyourpositioning.Go throughthe

Lovemarkqualitiesand testeachone forways tobr ing

perceptionsandrealit yclosertogether.

Discusshowyoucanapplythe

Lovemarkqualitiesto yourbrandsorbusiness totakeyou

fromyourcurrentpos itiontotheLovemarksquadrant.

Comeupwithatle astfive

insightsandc onvertthemintoactionplans forpeople totake

wayandge ts tartedon.

INSPIRATION THREE:

COMPETE

Youknowwhereyourbrandsitsont heLove/RespectAxis.

Nowlocateyourtopfivecompetitors.

Work ingthroughthe

Lovemarkselements,decide

3.A fundamental of Lovemarks from

the beginning was that consumers

own the brand. What does this

mean? For a start, it requires every

Lovemark business to be more

interested in what consumers have to

say to them, than what they want to

say to their consumers. Sounds easy,

but plays hard.

Itseasytosurroundconsumerswith

yourimagesandmessages,butits

toughtoconnectwiththem.Hereare

fivewaystogetstarted.

ONE:FORGET WHAT YOUTHINK YOU KNOW

Everybusinessis convincedit

knowsitsc onsumers.Butdig

deeper .F romwhatIcansee ,mostofthatknowledgecanbe found

onadr iver s l icense .Youknow

where theyl ive ,butnothowthey

liveorwhotheyl ivenextto.Youknowthe irage,buthavenoidea

ofthe irdreams .Youcanknow

moreaboutglobalCEOs frombusinessmagazinestha nmost

companiesknow abouttheir own

consumers.Makea commitment

todofarbe tte r .S tartask ingthemwhatkeeps themawakeatn ight,

whattheywoulddoiftheywonthe lotte ryandhowtheyce lebrate

goodnews.

TWO:CREATE A CRUSADER

Youllneeda consumeradvocate.Raisethetemperature andcall

themacrusader. Thisaccelerates

themstraightoutofbe ingamoans -

and-complaintscoll ectorintosomeonewhosees consumersas

the irm iss ion .Thiswillalwaysbe

adifficu ltjobbecause itis about

creatingchange .Paythemwellandunleashthemon yourbusiness.

THREE:GET OUT OF THEOFFICE

WhenItalk aboutinvitingconsumers intotheheartofyour

bus iness ,Imnottalk ingfocus

groupswithp izzasandtwo-way

mirrors.Imta lkinggenuinet wo-wayconversations. Heresanidea: .

trytalk ingtopeopleonthe irown

terr itory,notonyours .Andgivethemcontrol.Le tthemse tthe

agenda,decideonthemenu,and

write theru le s .Therem ightbe time

forthe factorytouronceyougettoknowoneano ther.

FOUR:DONT KEEP SECRETS

Theonebigtruthforge taboutwinninginthebattle forattention .

Turnsoutthatits imposs ib le tobe

invis ib le .B logsarealerttoevery

misstep.Theyhave thepowertoampli fyproblems fas terthan

anycorporate communications

departmentcan controlthem.

ALovemarksrelationship withconsumerssetsthe samedemanding

s tandardsasaloveaffair .L ie and

youdie .

FIVE:SHARE THE PLEASURE,SUCK UP THE PAIN

People love tobepartofa success .

Theywanttofee lthattheymade

ther ightchoice ,whether its thesuburbtheydecidedtolive, inor

theshampootheypickedupatthe

store.Theyw anttheirLo vemarkstobeadm iredandemulated.If

thereareproblems theywill stand

byyoubecause thatswhatLoyalty

B eyondReasonisal labout.B utasforcomplaints abouthard times,

in jus tice s ,andcrueltwis tsoffate ?

S uck itup .

GET CLOSE TO CONSUMERS2.

THE LOVEMARKS EFFECT

C R E A T I N G L O V E M A R K S


6/11


People love shoes. Many of them

have shoes as their Lovemarksand

some great companies have beencreated on the soles of the worlds

feet. In the story of shoes Camper

has a special place. I think their

company catchphrase walk dont

run says a lot. Slow down and enjoy

what you experience. This spirit has

taken Camper from a small Spanish

island to the world. Here founder

Lorenzo Fluxa reveals the heart of

Camper. KR

Being from the Mediterranean isthe source of our authenticity. Therural atmosphere, history, culture,

and landscape all influence Campers

aesthetic and values.I would say that if good solid values

have been the foundation that haskept us on the right track, thedream and the passion are what haskept the fire lit through the years.

Our way of understanding freedomand respecting personal identity is

to apply creativity in a spontaneousway. We group our products byconceptssome evolve over timein almost imperceptible ways and

others change more frequently,exploring new, surprising routes.

We like to evaluate Camper not

only by profits but also by howwe invest our profits and how we

follow good business ethics. Forexample our Wabi shoe respectsthe natural shape of the foot andalso respects the environment.

The three componentsshoe,insole, and sockcan be separatedand independently recycled.The materials used are 100 percent

recyclable and the insole isbio-degradable.

Most of all we base what we do

on love and passion. We have amind-set that we share with ourcustomers. We dont impose it, we

share it. We enjoy making our shoes

and we feel lucky and blessed thatwe have a following of

Camper fans. Lorenzo Fluxa

Camper was founded on the island

of Majorca in 1975 by Lorenzo Fluxa

using the skills of generations of local

shoe-makers. The name Camper is

Catalan for peasantearly designs

were modeled on peasant footwear.

In 2004 Camper sales topped135

million with more than 3 million pairs

sold worldwide.

Artistic Twins, a Camper shoe where the

design starts on one foot and continueson the other. Art by Pep Rossell, a

Majorcan painter.

CAMPER Looking out onthe mountains of Majorca

...the dream

and thepassion arewhat haskept the firelit throughthe years.

C R E A T I N G L O V E M A R K S


7/11


Ive always appreciated t he way Tom Peters has helped spread the

Lovemarks message around the world. Tom and I started talking

Lovemarks when he sent me a note after buying the book at a s torein Edinburgh on a rainy Scottish day. We share a great love of design;

here he holds forth on the subject. KR

Lovemarks and design

I would argue, because Im a design fanatic, that the key to creating aLovemark is design writ large. Design and Lovemarks, absolutely. To me, forinstance, design has as much to do with the process of selling and marketinga car as it does with the actual creation of its shape.

Somebody once asked me, How did you get into design? I said, Well, Idont have an artistic bone in my body, which is really the case. I got into

design not because I thought it was useful from a strategic standpoint toestablish a competitive advantage, I got into design because I think cool stuffis cooler than not cool stuff. And thats fundamentally the point.

We use the expression design-driven with great regularity, but companiesdont have much more of an idea as to what it means than they did five yearsago. How do we get beyond the use of the words to a truly design-driven or

a design-cultured company? Now that the sexy part of awareness is done,its 10 years of hard work ahead. It is going to be hard work to establish adesign ethos, just like it was hard work 20 years ago to get beyond the ideathat quality is cool.

Design and culture

Design has to be a corporate culture. A friend of mine wrote a book aboutdesign long before it was a hot topic, and he talked about Olivetti. There

design was a cultural given and the CEO was a guy who loved designers. Onthe one hand design was the cultural ethos of the corporation, while on theother hand they went out of their way to hunt for design stars. Design isboth a collective and an individual process.

coolstuff

Now thatthe sexypart ofawarenessis done, its10 years ofhard workahead.TOM PETERS

Tom Petersdescribed byBusinessWeekas Businesss best friend andworst nightmare.

Suppose you have a dull and dreary company. Bring in a design superstar andyou may get a couple of good products, but youre not going to change the

company. If you are serious about design Apple-style, then it has to be a wayof life that will necessarily encompass some seriously cool designers. But itsthe cultural dimension thats the glue.

Its interesting to contrast Apple with Harley-Davidson. In the case ofHarley-Davidson you probably cant name a si ngle designer. Maybe you can,but I sure cant. Ive known two of the last three CEOs of Harley-Davidsonand they couldnt design their way out of a white paper bag. On the other

hand they sure get the phenomenon of creating a company thats driven bydesign in how it deals with its customers as well as with the product.

The web as the design ofparticipation

Were beginning to buy an awful lot of things via the web. While the webcertainly has a lot of technology behind it that allows us to increasingly do

stuff, the web is a pure design medium.

Like many others Ive always broken design into two parts: cool per se andusability. Websites that people love have got high doses of both. The web is

training people in design. I also think that customers are going to demand aworld of participation, or at least joint ownership, and that plays directlyinto the hands of design.

Lovemarks in business

IBM is a a great example of a Lovemark. Heres a company that has basicallychanged from being a hardware maker to doing consulting services. IBMsgoal, relative to their clients in that world, is to become a Lovemark. What

IBM is offering people is an entirely new way of looking at their industry,their company, and how they organize themselves. By my definition thatfits an awful lot of the parameters of Lovemarks. Lovemarks apply to

professional services as much as to a motorcycle or a Nokia cellphone. Its

the same deal. Continues...

I N S I G H T I N T E R V I E W T O M P E T E R S


8/11


When Peter Cooper and John Pawle of QiQ International took up my

challenge at ESOMAR, they started a fascinating journey with Saatchi &

Saatchi. QiQ International have investigated Lovemarks theory by finding newways to measure emotion, to measure Mys tery, Sensuality, and Intimacy, and

to measure Love and Respectand to tie them all into measurable business

results. Saatchi & S aatchi and QiQ International have now completed several

Lovemarks research studies and have many more in progress with clients

in industries ranging from consumer finance to pharmaceuticals, packaged

goods to beverages. The most significant finding? There is conclusive

evidence that creating a Lovemark will increase sales. Here is a paper on

Lovemarks research prepared by Peter Cooper and John Pawle. KR

The Lovemarks research challenge

To create a Lovemark, marketing strategy needs to focus on increasing

Love and Respect for a brand by maximizing the consumers emotionalconnection with it. Our research focused on diagnosing how to achievethese emotional connections by obtaining an in-depth understanding of the

brand-person relationship.

QUALITATIVE AND QUANTITATIVE TECHNIQUES

Conventional research separates qualitative and quantitative approaches:qualitative for assessing emotion in depths or in groups and quantitative

for measuring behavior and surface attitudes in questionnaires. To measureLovemarks we combined implicit, emotional, and unconscious effects withexplicit, conscious, rational effects, and produced metrics for both.

Specific evidence in favor of a radically holistic approach comes fromcontemporary neuroscience, which demonstrates that the brain itselffunctions holistically and that emotions play a previously unrecognized

part in determining behavior. Neuropsychologist Antonio Damasio statesthat over 85 percent of thought, emotions, and learning occur in theunconscious mind.

Measuring emotion andthevalidation of Lovemarks

PeterCooper(top) and John Pawle

(bottom)putting numberstoemotion.

BETA TESTING OF LOVEMARKSIn2003weundertookthe betatestingof Lovemarkstheorybased onour

techniques.Thesample wasdrawnfroma panelwithaUS membershipof175,000.Threehundredrespondentswereselecte dtoexploredifferent aspectsofcar andfoodcategories.

Themainobjectives forthetests were:

toestablishfor whatproportionofusersthe brandbeingmeasuredwasaLovemark;

toest ima teth ein cr easein sa lesvo lumew h en th en umb er ofu sersfor w h omth e

brandisaL ovemarkincreased;

toprovideinsightinto criticaldimensionsonwhichthe brandneedsto

strengthenthebrand-personrelationship.

Thebetates tfieldworkwasconductedentirely online.Ourexperienceshows thatcomputerself-completioninterviewinghasmany advantages.Withoutaninterviewerpresent,respondentsfeel morespontaneous,honest,and willingtoexploresensitiveissues.The Lovemarkmeasuresof emotionareadaptedfrom qualitativein-depth

techniquesincludingwordandpictureassociations,guided dreams,andbubblepictures.Thesework wellwithaninteractive computerinterfaceandgiveus richdetailthroughopen-endedresponses.

THE PATHWAYS MODELWedevelopedthe PathwaysModelforunderstandingandmeasuringthe roleofemotionin brand-personrelationships.1 Themodeldemonstrates howbrand

messagesare routedthrougharationalpathwayandan emotionalpathway,andshowshowtheyare integratedthroughtheexecutivefunctionof theego.

Fromthismodel thecurrentbrand-personrelationshipcanbe definedalongwithspecificemotionswhichdepend onsocio-culturalcodes.

Themethodswe havedescribedforunderstandingthe processandwhich

mechanismstheytapareshown inFig.1.Theyarebrought togetherintheanalysisofthe brandrelationshipandcurrentconsumeraction.

Theoutputisthe marketresearchfeedingbackinto thebrand,indicatingwhichemotionalandrationalf actorsneedto beincreased,andwhichf actorsneedtobereduced,toenhancethe brandrelationship.

Inmeasuringtheemotionalprocessesshown inthePathwaysModel, wetaketworoutes.Firstwe askrespondentsforemotionaland visualassociationswitheachbrandbeing tested.Thesearefedinto ourstructuralequationmodelthattrackswhat ishappeninginthe executivefunctionof theego.Secondly,weuseprojectivetechniquesfor apsychologicalanalysis ofwhatis drivingthe

brandsequity.

THE PATHWAYS MODEL

Fig.1 QiQ International, 2005

Howbrand messagesarerouted througha rationalpathway and an emotionalpathway.

MEASURING THE BRAND-PERSON RELATIONSHIP

Respondentsfirstneedtoentertain theideathat brandsarelikepeople.Somepeopleyouarepassionate aboutwhileyouare indifferenttoothers. Therelationshiptypesweuseare similartothosedescribedby SusanFournier.2

Respondentsareaskedtosort brandsintotherelationship categoriesandtoratetheRespectthey haveforeach brand.Visualassociationis thenusedtofurtherdiagnosethenature oftherelationship.This generatesapositionforeachbrandont heLove/RespectAxis(seeFig.2).

LOVE/RESPECT AXIS

Locationsgenerated in thefood categorybetatestclearlyshowthatBrand Aisa Lovemarkbecauseitisstronglyloved and respected.

Mostothercontendersin thismarketremainbrandsbecausethey arerespected butnot

yetloved,orproductsbecausetheyareneitherstronglyloved norrespected.


THE FACTORS THAT TRANSFORM A BRAND INTO ALOVEMARK

Currentconceptsofbrandspay carefulattentionto therationaland symbolicaspectsofbrands,but oftenoverlooktheir sensory,experiential,orsynaestheticaspects.3 AfterIntimacyand Mystery,Sensualityiscritical inbuildingapassionaterelationship.Allfivesensesinfluencehow brandsareperceived.

Weuseassociationtechniquesand guideddreamsaspowerfulcreativetechniquesthatcanbe quantified.Theanalysisof thebrand-persondialogueprovidespowerfulinsightsinto bothleftbrain (cognition)andright brain(feelings).Storytellingis afundamentalmeansbywhich consumersmakesenseoftheworld. Itisalso integraltoLovemarkstheory.

PsychologistDavidSchiffrin writes,Wedreaminnarrative, daydreaminnarrative,remember,anticipate,hope,despair,believe,doubt, plan,revise,

Thedegreeofcorrelation betweenthefactorsofLoveand Respectin thefood category beta testindicatestheorderofinfluence.Linethicknessshowsthestrength ofacorrelation.Wherethereisnolinebetween factorsthereisa negligiblecorrelation.


criticize,gossip,learn,hate, andloveby narrative.4

Wefindthatstories aremajorwaysin whichLovemarksresonatewithpeopleseverydaylives.Consumerstoriesabout Lovemarksareoftenseveralhundredwordslong,indicatingt heirrichandguiding roles.

Weusetheskillsand intuitionofprofessional psychologiststodiagnoseo urvariousinteractivetechniques.Theyproduce asetof analysesbaseduponsmallsub-sets,whicharethenco dedandquantifiedby trainedanalysts.Forexample,psychologistsdiagnosestorytellingusing archetypalstoryanalysis (ASA)toidentifybrandarchetypes. 5

INTEGRATING THE EMOTIONAL AND FUNCTIONAL

Lovemarksresearchidentifiesfunctionalprocessesmainlythrough ratingscales.Thesedeterminehowhot,warm, orcoldrespondentsfeel aboutbrandsintermsoftrust, respect,performance,andcategory-specificattributes. Wealsoincludeconventionalbehavioralquestionson buyinghabitsandf uturepropensitytopurchase.Thisdata allowsusto explorehowemotionalprocesseslink tofunctionalprocessesasset outinthe PathwaysModel(Fig.1).

Thenextstageis toshowhow theseinfluencesinteract.StructuralEquationModeling(SEM)drawsinferencesabout emotionfromstatistical analysesofverbalandnon-verbalrating scales,andverbaland visualbrandassociationtechniques.SEMcanbeused toidentifythe quantitativecontributionoffunctionalandemotional factors,andto examinetheeffectsof modifyingcomponentsofeachin Whatif?creativescenarioplanning.

Thisanalysisresultsin adescriptionof thewebof bondsthatunderpinstheperson-brandrelationship.Typically,themainf actorsthatdrive Lovefora brandarepurelyemotional,whereasthe factorsdrivingRespectare morefunctional,performance-relatedattributes. Percentagesreflecttheweightof each

elementin thetotalrelationshipin the

food category beta test.


NETWORK OF INFLUENCES ONLOVE AND RESPECT

Ouranalysisshowsthat thedominantfactorsare IntimacyandMystery,whichinfluencebothLoveandRes pect,andTrust,whichmainly influencesRespect.Intimacyishowclosely intunearespondentfe elswiththe brand,howrelevantand

empatheticitis tothem.Mystery alsoplaysa partininfluencingLove,and strongcharactersandsymbolsinfluenceTrust.

Twofunctionalfactors,Trust(reputation,honest, andsafe)andPerformance(healthyandnutritious),influenceRespect inthefood categorybetatest. Butasnoted,Respectis alsoinfluencedbyIntimacy.

Intimacyisinvariablythe mostimportantinfluenceonpurchasingacross allcategorieswehavemeas ured.Intimacyis,of course,highlyemotional,andis inturn

drivenbyanotheremotionalfactor: passion.Subsequentresearchhas shownthatpassionisoften astrongelement ofIntimacyor,as inthiscase, astrongunderlyingfactor.

THE VALIDATION OF LOVEMARKSOtherLovemarksresearch studiescarriedoutacross manydifferentcategoriesconfirmthecontentionofL ovemarksthattheke yfactorsthat influenceLoveare

Intimacy,Mystery,andthen Sensuality,andthekey factorsthatinfluenceRes pectareTrust,Reputation,andPerformance.

Themajordeviationfrom Lovemarkstheoryshownby theresearchis thatconsumersdonotnormallys eeLoveand Respectas separatefactors.They are

correlatedtovariousdegrees accordingtotheproductcategory.The specificcontributionofLoveandRe spectfactorsvaries asweinvestigate morecategories.

TheSensualityof abrandisworthnoting. Itisofte nakey factorasmeasured bytheimagesitcreates inconsumersmindssounds,music, texture,colors,tastes, andsmells:thetotal sensoryexperience.Sensualitytends tohavea directinfluenceon

Intimacyandhenceon Love.

THE POWER OF EMOTIONUsingmultipleregressionwe canestimatethe degreeofinfluenceof emotion.Figs.6

and7showthe extenttowhichemotional factorsinfluencethecloseness oftherelationship.Wecanalso seethedegree ofinfluenceonrational factors,forthethreebeta-teststudies.

Thisisstrong evidencethattherelationships peoplehavewithbrandsare muchmoreheavilyinfluencedbyemotional thanbyrationalfactors. Ourimpressionisthat

rationalfactorsmainlyhelp tojustifydecisions drivenbyemotions.

THE IMPACT OF EMOTION ON BRAND VOLUME

DoesbuildingLoveand Respectfora brandincreaseitss alesvolume?Making thisconnectionwasavital roleofour betatestof theLovemarkstheory. Fromthefollowingexampleandmanyothers, ourworkhasmade thiscriticalconnection.

THE INFLUENCE OF EMOTIONAL AND FUNCTIONALFACTORS ON BRAND-PERSON RELATIONSHIPS


RESULT OF BEING A LOVEMARK

Fig.6 and Fig.7 QiQ International, 2005

Intheexamplesin Fig.6andFig.7,Lovemarkconsumersarebetween fourandseventimesmorelikelyt opurchaseaLovemarkthan aproduct,andbetween1.6and2.3 timesmorelikelyto purchaseaLovemarkthana brand.Thiseffectivelymeansthat movingabrandfrom beinghighlyrespectedto aLovemarkposition,whereitis bothlovedand highlyRespected,candoublevolume.

Intimacy,Mystery,andSensuality aswellasTrust, Reputation,andPerformancedoexistand, furthermore,theyemergefrommultivariateanalysisasthe maininfluencesonLoveand Respectforbrands.The factorsthatmostinfluencebuying intentionaretheemotional factorsthatdriveLoveinparticularIntimacy,f ollowedcloselybyMystery, andunderpinnedbySensuality.

Consistently,thekeyemotionaltrig gersinstrengtheningthebrand-personrelationshipandcreatingbrand intimacyare,acrossdiff erentproductcategories,theneedto makethebrandhighlyrelevant andtoinviteconsumerstofeelmorecl oselyintunewith andpassionateabouta brand.

Thesecondmostimportant factorisMystery, whichmeansthebrandmusttapconsumerdreamsbybeing iconicandhaving greatstoriesassociatedwith it.

Sensuality,althoughlessof adirectinfluenceon buyingintention,is astrongtriggerforcloser Intimacyanda strongersenseofMystery.Sensualityisaboutcreatinga richerandfullerbrand experiencebydevelopingbrandsthattouchall thesenses.

Thereisconclusiveevidencethat creatingaLovemarkwill increasesales.GrowingLoveandRespect canincreasebuyingintention byasmuchasseventimes.Oncea producthasbuiltRespect andthusbecomea brand,itcanincreaseitsvo lumebyupto twotimesbyincreasing LoveandbecomingaLovemark.

REFERENCES

O V E R A L L C O N C L U S I O N S

H E A R T B E A T S


9/11


Imagine my delight when in January,2004 my favorite magazine, The

New Yorker,agreed to become QiQ

Internationals first commercialclient on a Lovemarks researchproject. Could there be a betterLovemark to endorse the power of

the methodology?

The New Yorkerwas first publishedin 1925 and over the decades hascontinued to be serious, funny,intelligent, penetrating, and relevant.Editor David Remnick describes TheNew Yorkeras a collection of humanvoices, and this insight reveals muchof the magazines long-lived appeal.

Considered intuitively, The NewYorkertracks high on manyLovemarks characteristics, such as

great stories and icons, inspiration,and empathy. The publishers wantedto get beyond intuition, however,

to prove to their advertisers that

The New Yorkerwas special, andto explain why. They wanted to

identify the value of Lovemarkstatus and to probe what theybelieved was an emotional halo

around the magazine. Their goalwas to understand more about theirreaders and to develop insightswhich would help differentiate TheNew Yorker, reinforce the loyaltyof subscribers, and attract newreaders. Finally, they wanted to

compare The New Yorkerwith keycompetitive media.

QiQ International conducted online

research using its proprietaryLovemarks question bank andstorytelling methodology. The

sample was split between 300 TheNew Yorkerreaders, half of themsubscribers. Both samples wererepresentative of the reader profile.

The results were outstanding andclearly demonstrated that TheNew Yorkerwas a Lovemark to

its subscribers. In fact the figuresshowed that subscribers read

The New Yorkerwith 15 times theamount of love and five times therespect they applied to competitive

titles. This result put The New Yorkerinto Lovemarks top right- handquadrant of the Love/Respect Axisand competitive titles into the brand

or commodity quadrants.

The value of being a Lovemark wasbeyond dispute. The New YorkersLovemarks status drives readingfrequency. In media, the shift frombrand to Lovemark increases

readership by 155 percent.

A further useful finding was the

fact that The New Yorkerhas astronger emotional halo thanits competition. Readers of othertitles do not have the same intensity

of relationship. This makes TheNew Yorkera unique medium withpositive benefits for advertisers and

other partners. KR

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L O V E M A R K S C A S E S T U D Y


10/11


F I V E T H I N G S T O D O T O M O R R O W

Saatchi & Saatchi used a deceptively

simple solution to tackle acomplex problemthe silencingof independent journalists andpoliticians in Belarus. Newspapers

Gazeta Wyborcza and Rzeczpospolitawere published with censoredfront pages and over 20,000 taped

posters were put up in Polishstreets, while two key internetportals similarly censored theirnews. Combining the sense of touch

with the suppression of soundcreated a campaign that spokevolumes through silence.

Saatchi & Saatchi

POLAND

L O V E M A R K S A T W O R K

AmnestyInternational


11/11

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