Blog

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 | 900 views

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Using Personalization to Create Timelessness

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 | 957 views

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Cultivating a Whole-Brain Brand – The Intelligent Brand Framework

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 | 482 views

Super-market

Need vs Choice. Does Less Competition Make It Easier to Be Loved?

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 | 605 views

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Data Without Empathy

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 | 994 views

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Saying It Right: The Importance of Language in Customer Intimacy

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 | 2,013 views

Brand Heroes

Brand Heroes and The Creator Myth

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 | 1,138 views

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Lovemarks in Action: The Three P’s of Customer Service

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 | 608 views

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Lovemarks in Action Through Great Customer Service

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 | 836 views

Priceless Value

Brand Love in Developing Countries

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 | 1,378 views

Start with Respect

Strong Brand Recognition, Negative Brand Associations

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 | 758 views

How Close Can Big Data Get?

How Close Can Big Data Get?

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?

Type: Insights & Ideas | 819 views

How Love Works

How Love Works

Adding to the Lovemarks journey, ‘Loveworks: How the world’s top marketers make emotional connections to win in the marketplace’ by Brian Sheehan uses real world examples and outlines the roadmaps followed by several of the world’s top marketing companies to win in the market place through the application of the Lovemarks theory.

Type: Insights & Ideas | 1,197 views

Brand Loyalty

For Loyalty, Look to Emotion

Loyalty amongst shoppers is becoming more of a challenge for brands. In a study undertaken in January 2013, Deloitte found that nine in ten consumers have swapped national branded products for private-label brands at some time.

Type: Insights & Ideas | 1,018 views

Bordeaux Wines

Does Storytelling Affect the Price of Bordeaux Wines?

A study recently published in the journal of Wine Economics and Policy attempts to understand if the type of stories told by 132 chateaux members of the Union des Grands Crus provided insight into the brand positioning of each vintage, and if the type of stories told had an effect on price level.

Type: Insights & Ideas | 930 views

Ferrari

Get Your Heart Racing

Ferrari was recently named the world’s most powerful brand by British research firm BrandFinance. This may come as a surprise to those expecting a technology company to take out first place on the Global 500 but Ferrari scored high in what BrandFinance chief executive David Haigh calls “qualitative measures” like brand affection and loyalty.