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 | 2,023 views

Involvement is a Two Way Street

With the power of the Inspirational Consumer being recognized and rewarded by brands, word-of-mouth worthy experiences and giveaways are becoming the way that brands are developing consumer relationships.

Type: Insights & Ideas | 2,328 views

Brand Loyalty and Love in MENA

Ernst & Young recently polled more than 4,000 adults in the Middle East and North Africa and found that consumers in the region are more brand loyal than their global counterparts. Loyalty may be the key desire for many brands in the MENA market, but striving for love will protect them from the risk of commodization.

Type: Insights & Ideas | 2,740 views

Creating Great Stories in Retail

Retail is one environment where brands can create the context for which great stories occur. By drawing an audience to interact and participate with the retail environment, brands can create a door to wonder, excitement and discovery. Here are some stores that have successfully developed narratives for their consumers.

Type: Insights & Ideas | 1,911 views

Sowing Secrets

The growing interest in ‘secret’ offerings and member-only deals also come from the fact that sales are ubiquitous and deals are a dime a dozen. Shoppers still want to feel special, but not from the massive discounts that everyone else is getting.

Type: Insights & Ideas | 1,877 views

Turning the Page: Bookstores in the Age of Now

For bookstores to survive in the Age of Now they need to go beyond the traditional offering of books and make themselves local social and cultural institutions. Here are some book retailers and publishers that are innovating in this category.

Type: Insights & Ideas | 2,963 views

BlackBerry: From Lovemark to Commodity

From dominating the smartphone market, BlackBerry sales have fallen 41% in the last quarter. It’s once loyal community of fans have fallen out of love with their BBs and what was once a Lovemark is now looking very much like a commodity. Low Respect. Low Love. What happened?

Type: Insights & Ideas | 2,127 views

Flying the Flag

When brands fly the flag of a particular country – be it the place of their founding or an adopted homeland – addressing the Past, Present and Future, as well as capitalizing on Myths and Icons are crucial to conveying brand essence and developing narratives that people can relate to.

Type: Insights & Ideas | 1,990 views

Brand As Hero

The character of the ‘hero’ has been central to human narrative and reflects the traits that our society admires and aspires to. Who we consider heroes will differ based on variables like culture, age and location, but unanimously, heroes are people we Respect and Love.

Type: Insights & Ideas | 3,664 views

Retail Lovemarks: Harrods

Through the years, Harrods has upheld its iconic status as a quintessential British experience and continues to deliver on its reputation as a shopping destination. We analyze a sample of reviews from tripadvisor.co.uk to gain a better understanding of what people love the most about this renowned retail brand.

Type: Insights & Ideas | 1,952 views

Brands as Creative Leaders

At the Institute of Directors Annual Convention in London this year, Kevin Roberts, CEO Worldwide of Saatchi & Saatchi, outlined four principles that distinguish Creative Leaders from their less agile counterparts. These principles are not only for people who want to create change; they can be applied to brands wanting to stand out as leaders in their market.

Type: Insights & Ideas | 2,130 views

Fast Tracking From Products to Lovemarks

One way to describe the journey to Lovemarks is Product to Trademark, Trademark to Brand, Brand to Lovemark. But can the path to Love be fast tracked to move a Product into Lovemarks territory? And what would a product have to deliver to bypass the often-trod road of Trademarks and Brands?

Type: Insights & Ideas | 1,661 views

What’s Funny

Laughing together is a successful mechanism for building intimacy, but humor is a subjective experience. Two people can share a joke, but what are the chances that millions of people across the globe will get the punchline?

Type: Insights & Ideas | 3,618 views

Infusing Single-Serve Cup Coffee With the Three Secrets

Single-cup serving accounts for more than 8% of the global coffee market and will prove to be more than a trend as consumers continue to want the luxury of a quality brew with the convenience of a touch of a button. Here are some examples of how brands in this category are putting Mystery, Sensuality and Intimacy into action.

Type: Insights & Ideas | 2,697 views

The Human Touch

Consumer technology companies know that giving their products and services ‘the human touch’ attracts our attention and generates business. However, good visuals and catchy tunes are not enough to create deep connections to consumers when Mystery and Sensuality are tablestakes.

Type: Insights & Ideas | 2,465 views

Marketing Mystery: Creating Dreams

Dreams are such an important part of creating Mystery because it speaks to people on very deep, personal levels. It involves emotion and storytelling, fantasy and reality. Here are some recent examples of how brands are creating dream-like experiences for their audiences.