Lovemarks

In the previous post the term Lovemarks was used.  Here is a simple and easy to understand illustration of what Lovemarks are.



Lovemarks are the future beyond brands. Consumers have come to expect more from products and services. It is no longer just good enough to have great performance. Consumers have a deeper need that products and services have to satisfy. The answer is Lovemarks. Lovemarks reach your heart as well as your mind by creating an intimate, emotional connection that you just can’t live without. Lovemarks are about building a relationship with consumers, it’s not just a transaction. True Lovemarks are not owned by the companies who run them, but the consumers who love them. Lovemarks inspire Loyalty beyond Reason.

Lovemarks consists of 3 elements:

Mystery. Sensuality. Intimacy.

Mystery draws together stories, metaphors, dreams and symbols. It adds to the complexity of relationships and experiences because people are drawn to what they don’t know.

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

Intimacy means empathy, commitment and passion. These close connections win intense loyalty. Without Intimacy people cannot feel they own a brand, and without that conviction a brand can never become a Lovemark.