Lovemarks Campus

Many consumers think cars have ‘faces’. The positioning of the lights (eyes) and grille (mouth) give each model a distinct personality that influences a buyers’ and owners’ opinion, and determines preference for certain models. This paper explores consumer reactions when line extensions of automobiles become too visually similar.

How does what you see affect what you think and feel about the brand? Human beings are cognitively drawn to things that we consider aesthetically pleasing. When something is beautiful we feel more positive about it. We want it to succeed and its faults seem less pronounced.

Supermarket brands have come a long way from ‘bland’. Now private-label products have as much thought put into them as national and global names, with packaging and designs carefully developed to compete with well-known items at the shelf.

This article explores the relationship between different service elements designed to create enhanced experience and customer loyalty. “In addition, it looks at emotional responses as mediating factors between the physical and relational elements and loyalty behaviors.”

Delight through design creates the positive emotions that are essential to the development of brand relationships. Not only will multisensory packaging make shopping a more exciting and fulfilling experience, but it has the ability to transform stores into theatres of dreams.

Collectively produced by Saatchi & Saatchi designers and art directors, ‘Lovemarks: the Saatchi & Saatchi Designers’ Edition’ celebrates the central role design plays in creating emotional connections with consumers. This special edition book is a sublime rendering of the original Lovemarks book and will challenge the mind and delight the eyes of readers.

“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.”

“Technology is not going to go away, but the time to discuss the end it will serve is before we deploy it, not after. We need to ask what purpose will be served by the broadband communications, smart materials, wearable computing, and connected appliances that we’re unleashing upon the world. We need to ask what impact all this stuff will have on our daily lives. Who will look after it, and how?”

“Sterling offers a brilliant, often hilarious history of shaped things. We have moved from an age of artifacts, made by hand, through complex machines, to the current era of “gizmos.” New forms of design and manufacture are appearing that lack historical precedent, he writes; but the production methods, using archaic forms of energy and materials that are finite and toxic, are not sustainable.”

In this penetrating, keenly observed book, Virginia Postrel makes the argument that appearance counts, that aesthetic value is real. Drawing from fields as diverse as fashion, real estate, politics, design, and economics, Postrel deftly chronicles our culture’s aesthetic imperative and argues persuasively that it is a vital component of a healthy, forward-looking society.”

Achieving customer delight rather than just satisfaction should be the aim of marketers, according to this paper by Chitturi et al (2008). Exciting and delighting consumers invokes deeper emotional responses, which help build greater brand loyalty and repurchase intention.

Including a “wow” aspect to brands or products has long been considered useful as it elicits an emotional response in consumers. Desmet et al (2007) develop an index to measure the “wow” experience and show the importance of including “wow” pre-conditions in product design.

“This research study is focused on the buying behaviors of modern consumers. The literature indicates that modern consumers are sophisticated, discerning and are less loyal to a particular brands than they used to be. Consumers today are more concerned with buying a product that not only meets their needs, but also provides with pleasurable experiences.”