True. Love makes the world go around. Sure money talks, but if consumers aren't passionate and in love with your brand they will look elsewhere for some loving.
Kevin Roberts, Worldwide CEO of Saatchi & Saatchi in his book titled, "Lovemarks" - The future beyond brands, discusses the power we as advertises and marketers play in the role of shaping consumer mindsets for our brands and products by our positioning and the strategic approach we take in the market place. With the plethora of brands today, his case is heard to argue.
After all, if consumers lining up for are a $500 iPhone a week before it's released doesn't prove the love to Apple's brand I am not sure what else would.
It is true that consumers loyalty can switch faster then the snap of a finger if something better comes along, but brands that succeed today and in the future will need to focus on building a true relationship and connection with their ever insightful consumer.
Visit the Lovemarks site to view what our global friends consider their love to be:
www.lovemarks.com
On a side note, Kevin explores a different kind of love beyond revenue generation for brands and that is the the love of our global community and how even as we better our brands we can also better those less fortunate and spread some love their way - a point taken to heart - because in the world's emerging markets, love is just around the corner.
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1 comment:
hey pat - good to see another blogger/planner in the BCS family!
I have to say, I don't really share your enthusiasm for the [dare I say overt] Saatchism that Lovemarks spews. It's a bit minimalistic in its perspective on how to generate love for a brand - yes we all agree conversations are the no.1 way to create brand enthusiasm - but this is like fooling us into the belief that brands are what make capitalism okay! We feel love - or something like love, for products... this is a bit sad. What is interesting (or at least what I find interesting) are the resulting 'communities' that form around successful brands. What these communities then do is particularly interesting. You confess you love of Apple, but it's what you DO that makes that passion so interesting. Standing in line and buying a product isn't a very interesting output of love. Nor does it generate MORE outputs of love. Even the chatting among loyal patrons outside the apple store would have been a more interesting fact than the mere fact that they were there to buy a communications tool.
I'm not articulating myself properly, check out www.adliterate.com Richard has just posted a very interesting post on this very topic - sort of breaking down that idea of brand 'love' and why we should be wary of the term.
let me know if you're ever in london and we'll have to catch up.
x collyn
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