How do you cultivate such levels of brand loyalty that consumers will sacrifice time and energy to participate in your brand? What makes a person drive for hours for a brand of bread, or tattoo themselves with their Lovemark’s logo? To quote Lisa Gates of Forbes magazine, “When you love something, you’ll negotiate like a ninja to get it.”
Pasta was recently reported as the world’s most favorite food ahead of meat and rice in a study by Oxfam, and in 2010, US sales of dry pasta reached 1.04 billion pounds. But though it is a kitchen staple and people are happy to eat pasta several times a week, do you love your brand of pasta or did you buy it for convenience and value?
Does the smell of a particular fragrance send you back to a time and place? Have you ever looked at the packaging of product and just had to touch it? If you’ve answered ‘yes’ to either or both questions, then you have had a “brand experience”.
The more meaningful a brand or product is in a person’s life, the higher degree of consumer attachment. This in return creates stronger brand value. This week we look at how objects like vacuum cleaners can create emotional connections with their owners by delivering on design and function.
Type: Theses & Dissertations | 3,134 views
Bibi Deena Syed’s Master’s thesis attempts to “understand how iconic products have been able to make their audiences love them unconditionally and choose them beyond rational reason over the years.”
How do you reinforce a financial brand when there are few opportunities or reasons for consumers to develop meaningful connections with your products? Can a retail bank shake off the veil of negativity often associated with the global financial crisis? How can a bank make its brand mean more to people than bills, mortgage payments and ATMs?
Type: Theses & Dissertations | 1,899 views
This Master’s thesis from Lund University aims to provide a better understanding of the love that consumers have for brands and identify the essential factors brands need in order to be loved. An iterative approach was taken in this qualitative study.
In an ad for the dating site eHarmony, there is line that describes an ideal match as meeting someone who “says I love you, not I’ll call you.” It brings to mind the debate of ‘Like’ vs ‘Love’. Is it enough for people to like a brand rather than love it? What will a brand get in return for pursuing such commitment anyway? Love sounds like such hard work.
Type: Articles & Papers | 1,735 views
The social media landscape demands new rules for successful brand-consumer relationships. “Only by earning the trust of their friends will brands get recommended by those friends, and only by investing time and energy in listening and building that relationship will there be a loving relationship to enjoy.”
Shah Rukh Khan is the number one Lovemark on Lovemarks.com and has dominated the position for several years now. A question often asked is why has the Bollywood actor reigned at the top for so long and not have had his position moved by brands like Apple or Google? And what does SRK have to do with the Future Beyond Brands in the first place?
It’s not just an emotional proposition for brands to strive to become Lovemarks; it is also a financially lucrative one. Studies have shown that brand desire has correlations with increase in sales performance and better shareholder return. Apple, Moleskine and Nutella are such examples.
Type: Exercises & Workshops | 3,370 views
All successful brands and companies aspire to engage in deeper conversations with consumers. In this exercise we show you how to generate insights from the consumer stories you’ll find on Lovemarks.com – a platform dedicated to the truth consumers gladly offer freely every day.
The NetBase Passion Brand Index recently surveyed chatter surrounding a selection of luxury champagne brands to measure levels of consumer passion. Though all the brands were clearly liked, none were loved. What would it take for one of these brands to move into Lovemarks territory?
Type: Articles & Papers | 2,184 views
A study carried out by the University of Central Florida interviewed a group of male bikers and found that the type of love they felt for their motorcycles closely resembled an interpersonal love – it was passionate, possessive and selfless.
Type: Articles & Papers | 2,241 views
Is Kate Moss a Lovemark? Does celebrity endorsement affect consumer love for a retail brand? According to this presentation from the University of Huddersfield, Lovemarks can be used as a tool to identify salient emotions that people feel for both brand and endorser.