A Lovemark is a brand that creates Loyalty Beyond Reason. It does this by forging an emotional connection with consumers through the use of Mystery, Sensuality and Intimacy. It might be true that consumers can find a music player as good as the iPod at a lower price, or a laundry detergent more affordable than Tide, but the reason that individuals across the world are drawn to these brands is that they have a deep emotional connection with them. These brands don’t belong to any company, they belong to the consumers who love them.
More broadly, “Lovemarks” can be understood as a marketing philosophy that seeks to inspire both respect and love in the hearts of consumers.
The best way to understand what sets a Lovemark apart is with the Love/Respect Axis.
Lovemarks enjoy high levels of both respect and love. Brands, on the other hand, might be respected, but they lack the strong emotional resonance that draws people to love them. Fads might be loved for a short period of time, but they lack consumers’ respect. When a product enjoys neither respect nor love, it is merely a commodity.
A Lovemark can be anything including a celebrity, a building, a song, a service or product. When you think of Lovemarks, think about the Beatles, Absolut Vodka, IKEA and Harry Potter. These examples are icons that inspire Loyalty Beyond Reason because consumers are emotionally connected to them. For a more comprehensive list of Lovemarks, visit The Lovemarks List.
Lovemarks Campus is a collection of some of the research that informs Saatchi & Saatchi’s thinking. It’s also a place where Saatchi & Saatchi can share the concepts, tools, presentations and ideas that we have developed over the last decade to communicate the Lovemarks approach in all its forms.
This site is a resource for educators who are interested in teaching the Lovemarks philosophy. In particular, it offers ready-made teaching modules designed by the Saatchi & Saatchi team to help educators teach Lovemarks in simple and intuitive ways.
We are making these materials available for students, educators, business professionals or anybody who seeks a deeper understanding of the role that emotion plays in consumer decision-making. The ultimate goal is to further academic discussion and understanding of why Lovemarks work, how the Lovemarks approach can be improved and how consumers interact with brands on an emotional level.
Love is a very rich emotion, and the word is used to describe a range of complex responses to people, products and places we can’t live without. That said, Lovemarks are designed to earn the love of consumers by speaking to their core values and beliefs and, in the process, to fill the marketplace with more products that inspire strong emotional reactions.
Lovemarks are thought to be beyond price. In fact, there are many inexpensive brands that have won consumers’ loyalty. Bic ballpoint pens, Cheerios and Milky Way are all inexpensive products that hold a special place in the hearts of many consumers.