Lovemarks Campus

Founders and senior management may aspire to become Lovemarks, but if theory doesn’t translate into action at the point of transaction, no amount of planning can shift a brand into Love territory.

Why is the art of the narrative the ultimate vehicle for reaching audiences in the Age of Now? Storytelling involves participation, language, images and action. It ignites the audience and encourages them to go on an emotional journey with the storyteller.

There are many brands in female sports apparel, but few that distinguish themselves as Lovemarks. Lululemon Athletica is an example of a company that has moved from being a brand to dominating Lovemarks territory in its market. Let’s look at some ways in which it’s won Respect and used Mystery, Sensuality and Intimacy to create a brand that is irresistible.

Kevin Roberts speaks to WOBI (World of Business Ideas) about what makes a brand irresistible and the necessity of brands becoming Lovemarks in today’s society if they are to succeed.

Southwest Airlines was named the ‘most desired’ corporate brand in America in a recent survey by Buyology and uSamp. It has consistently performed well over the past decade, and also has a reputation as a brand that people Respect and Love. How has a low cost airline managed to work its way into the hearts of American men and women?

Teaching Module One ‘Attraction of Lovemarks’ lays out the foundations of Lovemarks philosophy. It explains how Mystery, Sensuality and Intimacy can be used to transform a brand into a Lovemark.

This paper “investigates feelings of attachment and love through two empirical consumer studies of two different grocery retailer brands.” The findings imply that image, value and social responsibility affect love-levels.

The New Year has rung in announcements of the foreclosure of some famous brands. What does being a Lovemark mean in a volatile financial environment? Does being a Lovemark protect a brand from economic uncertainty?

Regardless of whether a brand is selling $2 lighters or $200,000 cars, for customization offerings to be meaningful they need to reinforce the characteristics of Lovemarks. Helping people create products that they love ensure that the fruits of their labor don’t end up sitting in the Fad quadrant.

When consumers adopt a brand name and use it to refer to all products within its category, a brand becomes a genericized term and risks losing trademark over its name. How does a company keep its hard earned brand equity when its name becomes the top-of-mind term for a product category?

One of repercussions of lowering prices is the loss of brand loyalty. Shoppers who are constantly looking for bargains will make brand choices based on price. Here is where we make the case for Lovemarks as not only an approach to branding and advertising, but a smart business choice from a financial perspective.

To keep print alive, publishers are having to think outside the box and bypass conventional marketing methods to engage readers and make magazines a ‘must buy’. Here are some examples of print magazines that have attempted to ignite the passion for print through the Lovemarks characteristics of Mystery and Sensuality.

For some, air travel is viewed merely as a way to get from destination A to B, and the choice of airline falls to whoever offers the cheapest ticket. However, there are some airlines that desire to be more than a commodity to the consumer and it is these brands that are trying to reinstate the enjoyment and romance of air travel.

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.”