“Research about the effect of scent on customers’ perceptions and behaviors is growing, but so far the evidence shows that ambient scents can have an effect on emotions, brand recognition and recall, and purchasing behavior.”
The Lovemarks Campus blog is authored by our editorial team and members of the Saatchi & Saatchi network. It is devoted to insights and ideas related to research and trends in emotional marketing.
Type: Insights & Ideas | 214 views
Fear, which is controlled by a part of the brain called the amygdala, can also elicit feelings of greater connection with a brand. A study from the University of British Columbia’s Sauder School of Business found that when faced with fear, the presence of a brand comforts people and helps them cope.
Type: Insights & Ideas | 452 views
Kevin Roberts, CEO Worldwide of Saatchi & Saatchi, on how technology and creativity is transforming every industry, delivering power and wonder to the audience at digital speed.
Type: Insights & Ideas | 95 views
This post is by Justin Billingsley, COO of Saatchi & Saatchi EMEA. “To stay out of the spiral we need to keep people acting irrationally, much like they act when they are in love. The ingredients of this love are mystery, sensuality and intimacy.”
Type: Insights & Ideas | 1,396 views
A timeless Lovemark lasts through the ages. A Fad is in demand only for a moment. One way to create timelessness for a brand is to provide the customer the ability to create their own brand story through personalized service, products and delivery.
Type: Insights & Ideas | 1,333 views
In a Q&A with Jake Sorofman we find out about the Gartner Intelligent Brand Framework, designed to provide marketers with a structure for balancing data-centric and human-centric approaches when planning marketing investments across creative and operational disciplines.
Type: Insights & Ideas | 717 views
A lack of competition does not necessarily mean an increased chance of consumers forming Lovemarks. The less choice consumers have means the harder a brand has to work.
Type: Insights & Ideas | 919 views
Marketers are using data to gain insights from consumers. But with this knowledge they’re at risk of losing emotional connections. Big Data is nothing without Big Emotion.
Type: Insights & Ideas | 1,251 views
The ability to hear and understand what the other person is saying is crucial to the positive development of any relationship, including the relationship between brand and consumer.
Type: Insights & Ideas | 2,452 views
Brand icons often symbolize the theme of a brand and make them instantly recognizable. However, sometimes these icons take on more meaning than just being spokespeople; they take on the form of ‘brand heroes.’
Type: Insights & Ideas | 1,723 views
A recent survey by Zogby Analytics and MSN asked people to rate customer satisfaction levels on 150 brands. Looking at the results, issues resolution is the key determinant on how well a company scored in the survey. What are companies doing to prevent problems from arising and what do they do in the event that one does?
Type: Insights & Ideas | 841 views
One of the most immediate ways a company can apply Lovemarks to their business is through customer service. It costs very little to bring the qualities of Respect and Love to your daily interactions, but the benefits have the potential to make a significant impact.
Type: Insights & Ideas | 1,037 views
In this LinkedIn community question inspired blog post, we address the question if brand love is as effective and applicable in developing countries, and is a person with limited resources more likely to make a decision based on emotion than reason.
Type: Insights & Ideas | 1,756 views
In June we asked our LinkedIn community to post questions that they may have about Lovemarks and its application as a marketing theory. This week’s post answers the question “For a company with strong Brand recognition, but negative Brand associations, what is the first step to moving towards becoming a Lovemark?”
Type: Insights & Ideas | 949 views
There has been a lot of talk about the impact of Big Data as a way to help marketers make better decisions. It allows businesses to run more efficiently by identifying the best pricing, scheduling, and promotional strategies…But how close can Big Data get to the average person? Just because it can remember your name and recall your preferences, can Big Data make you feel like it cares?