I glimpsed the future of celebrity last year watching the League of Legends world championship in Seoul. Just who were these elite pro gamers with rabid global fan followings, who were landing huge endorsement deals and whose hours-long tournaments were filling sports arenas worldwide? And what does the phenomenon have to say about the future of marketing and advertising?
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 | 970 views
To achieve true customer loyalty, brands need to have values, not just provide values. It come back to the mantra ‘show, not tell’. People are loyal to brands that they relate to and that play a role in their lives. This is why companies need to focus on their purpose, because it’s the ‘why’ that really matters to customers.
Type: Insights & Ideas | 809 views
Once our preferences and behaviors are ingrained, it can be incredibly difficult to change them. However, a potential goldmine for brands and marketers is when people experience a major life event, and shopping habits become flexible.
Type: Insights & Ideas | 1,003 views
“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.”
Type: Insights & Ideas | 1,149 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 | 1,014 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 | 600 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 | 3,311 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 | 2,510 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 | 1,326 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 | 1,654 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 | 2,111 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 | 3,202 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 | 3,565 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 | 1,505 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.