Lovemarks: The Future Beyond Brands
"For great brands to survive, they must create ‘loyalty beyond reason.’" is the main statement by Kevin Roberts, Saatchi & Saatchi’s CEO Worldwide. Making a compelling argument about the evolution of products to trademarks and then to brands, the author asserts that brands have run out of juice. More and more people in the world have become to take for granted great performance from products, services and experiences. The author looked closely at the question: What makes some brands inspirational, while others struggle?, and came to the conclusion that brands are already passé and the next step for them was to acquire “loyalty beyond reason” from their users. How to do so? Marketing deals with emotional human beings, and yet businesses have been treating them like numbers, targets, and statistics. In order to achieve a “Lovemarks status”, brands need to appeal to the emotional side of consumers, because human beings are powered by emotions, not by reason. Quoting neurologist Donald Calne: "The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions", the author advocates the use of the following three elements that bestow Lovemarks with their special emotional resonance:
- Mystery: great stories (past, present, and future)
- Sensuality: sound, sight, smell, touch, taste
- Intimacy: commitment, empathy, passion
Lovemarks provides a fresh and bold perspective regarding the future of brands and what will make them thrive, and I would recommend this book to anyone in the advertising, branding, consulting & marketing fields.
(Image source: www.saatchikevin.com)