Postcards from the Road
Source: Monica Arellano-Ongpin
The journey towards Lovemarks is referred to at Saatchi & Saatchi as the Path to Love. It starts with discovery and Xploring (when you get to know your customers and develop a deeper understanding of who they are, and what their needs, dreams and aspirations may be), which then leads to inspiration that encourages consumer engagement and participation.
Like in all great journeys, this exercise is about storytelling. By describing where a brand is in its journey towards being Irresistible by writing it in the form of a postcard, new perspectives can be gained on where the brand has been, where it is now, and where it is going. You can do this exercise at any point of a brand’s journey.
- Answer the questions in sections 1, 2 and 3 to the best of your ability. You can be as general or specific as you like.
- When you are finished, summarize the journey into a story of about 300 words – just enough to fit on the back of a postcard. Address this postcard to an imaginary John and Jane Doe.
- Find an image that symbolizes the journey. This will be for the front of the postcard. It can represent milestones, things you saw on the way, or what it will feel like when you arrive at your destination.
- Download the postcard template here and create your Lovemarks Journey Postcard. Don’t forget to send us a copy at email@example.com.
Section 1: Start at the Very Beginning
Where has brand X come from? What have been some of its milestones? What are some challenges it has faced in the past? What are its strengths and weaknesses? What are its business objectives?
Section 2: Looking Outside My Window
Where is brand X now? Where does it sit on the Love / Respect Axis? How do people feel about this brand? Is it at the top of its game, or is competition edging in? What are some good things brand X has done recently?
Section 3: The Future Looks Bright From Here
Where is brand X going? How will people feel about it when it arrives at its destination? What will they say? How does it stand in comparison to its competitors? What challenges have to be overcome for it to get there? What will it do to celebrate its arrival?