Type: Theses & Dissertations | 2,383 views
The main purpose of the current paper was to study and analyze the role of brand in consumer behavior. In fact, although intangible, brand seemed what mostly can influence our decisions during a purchasing process. Moreover, the study has introduced the fresh concept of Lovemarks, the ultimate manifestation of loyalty.
Type: General | 8,796 views
This Teaching Module lays out the foundations of the Lovemarks philosophy. It explains how Mystery, Sensuality and Intimacy can be used to transform a brand into a Lovemark.
Type: News & Media | 1,503 views
An article by Kevin Roberts in AdAge’s first Relationship Issue, exploring relationships of all kinds – marketer/consumer, agency/marketer, manufacturer/retailers. Kevin also discusses the past, present, and future of Lovemarks.
Type: Books, Reading List | 6,250 views
“Bernd Schmitt and Alex Simonson, two leading experts in the emerging field of identity management, offer clear guidelines for harnessing a company’s total aesthetic output – its “look and feel” – to provide a vital competitive advantage.”
Type: Books, Reading List | 1,331 views
“What does it really take to succeed in business today? In A New Brand World, Scott Bedbury, who helped make Nike and Starbucks two of the most successful brands of recent years, explains this often mysterious process by setting out the principles that helped these companies become leaders in their respective industries.”
Type: Books, Reading List | 1,197 views
“Using brands like Starbucks and The Bodyshop and Home Depot as examples, Citizen Brand reveals how companies can create strong and deep partnerships with people in America and across the globe by enriching their lives in creative and truly relevant ways.”
Type: Books, Reading List | 1,822 views
“The book shows how awareness is generated, how people put meanings to brands, and the importance of memory, emotion and language. It also discusses the use of brand research, not just as a separate academic area, but as an important part of the brand representation process.”
Type: Books, Reading List | 2,167 views
“A visionary approach to building powerful brand loyalty, this ground-breaking book shows marketers of any product or service how to engage today’s increasingly cynical consumers on deeper emotional levels.”
Type: Books, Reading List | 1,790 views
“In a hugely competitive world, customer loyalty has become a key area for concern. What would happen if you could go one step further and identify not just those customers who are loyal to your brand, but those who are truly committed to your product or service? This book helps you to do just that.”
Type: Books, Reading List | 1,686 views
‘”Emotional Branding’ teaches you how to identify and empower your product’s appeal and connect it to your customers’ experiences with your product. The results unlock the secrets to emotional branding, enhance the brand-consumer relationship, and show you and your business new prosperity—all from discovering and applying these powerful new ways to use the “F” word, F-E-E-L-I-N-G-S.”
Type: Books, Reading List | 2,225 views
“In this masterful handbook of tools and techniques, Schmitt presents a battery of business cases to show how cutting-edge companies use “experience providers” such as visual identity, communication, product presence, Web sites, and service to create different types of customer experiences.”
Type: Whitepapers | 1,286 views
Andrzej Moyseowicz, Media & Innovation Director, Saatchi & Saatchi EMEA, explains why great brands are about storytelling and how a Lovemark makes the brand story compelling on three levels.
Type: Blog, Lovemarks & Brands | 1,717 views
Insights and findings around creating Loyalty Beyond Reason continue to illuminate Lovemarks, most recently from Peter Boatwright and Jonathan Cagan with their a book ‘Built to Love: Creating Products That Captivate Customers’.
Type: General | 12,298 views
The Lovemarks philosophy is about creating deep emotional connections with consumers through Mystery, Sensuality and Intimacy. This approach is now well-established in the world of marketing as a response to the question, “What comes after brands?” Over the past decade, the Lovemarks concept has sparked a wealth of research on the topic of emotional marketing.
Type: Theses & Dissertations | 1,797 views
“As the central result of his work, Mühl (2009) comes to the conclusion that both core dimensions of the Saatchi & Saatchi Lovemarks model (brand respect and brand love) can be confirmed empirically. Essential influencing factors of “brand respect” are “reliability”, “reputation”, “satisfaction” and “service”. The emotional facet of “brand love” is made up of the dimensions “brand passion”, “brand intimacy” and “brand commitment”.”