Brian Sheehan, author of Loveworks, speaks to Class CNBC Italy about the birth of Loveworks and the importance of love in the long-term success of a brand. (In Italian)
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?”
In Part 2 of our conversation with Brian Sheehan, author of ‘Loveworks: How the world’s top marketers make emotional connections to win in the marketplace’, Brian speaks about the response to Lovemarks in the classroom.
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.
Lovemarks Campus recently spoke to Brian Sheehan, Associate Professor of Advertising at the S.I. Newhouse School of Public Communications at Syracuse University and author of Loveworks: How the world’s top marketers make emotional connections to win in the marketplace. In the first of part of the interview, we asked Brian, “Why write Loveworks?”
Type: News & Media | 1,385 views
Gail Curtis, CEO of Saatchi & Saatchi South Africa, defends emotion as the key to consumers’ hearts and minds and that which influences their choices. “Having a clear and lovable purpose, showing what you stand for, expressing your inspirational dream – this is what brands should be doing.”
“Will people stand by the brands they love during tough times?” That is the question asked by Angela Lee, professor of marketing at the Kellogg School of Marketing, Monika Lisjak, a doctoral candidate at the Kellogg School, and Wendi Gardner, an associate professor of psychology at Northwestern University.
All brands are born as commodities. Around the world there are many cups of coffees, pairs of running shoes and computer chips, but only some are recognized as being Starbucks, Nike and Intel. For commodities to grow out of the Low Respect / Low Love quadrant, they must be associated with ideas; ideas which are often translated into a purpose or a vision.
Many brands see innovation as a way to remain competitive in their markets, but focus less on it as a chance to build Intimacy with their audiences. Here are some brands that have successfully met the needs of consumers. Here are some brands that have successfully met the needs of consumers.
Type: Theses & Dissertations | 2,893 views
A Study of the Role That Emotional Branding Plays in Marketing Strategies Within the Soft Drinks Industry, with Particular Focus on Coca-Cola
This thesis submitted as part of a Bachelor of Arts (Hons) degree in Advertising and Brand Management looks at the the use of emotional marketing within the soft drinks industry (with focus on Coca-Cola) and makes reference to Lovemarks.
Brands no longer aspire to be just brands. Brands want to play in the High Respect, High Love quadrant of the Love/Respect Axis, and to do so they are striving towards being symbols of values and lifestyles that they hope will resonate with their audiences.
Type: Articles & Papers | 1,274 views
Younger consumers have a reputation for being influenced by fads and trends, but what emotional aspects are important to the development of consumer-brand relationships with this demographic?
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?
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.
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.