Marketing Management FT 2005
Group A7
Etiannan Chinnappan
Felix Evensen
Makoto Kobayashi
Iryna Shcherbatova
Daan van Vroonhoven
Pablo von Zehmen
What’s a brand?
Logo
Emblem
Name
Design
Mark
Term
Symbol
Label
Sign
Page 2
What’s your brand – and why?
Page 3
Where are brands going?
• From products to trademarks
 In the beginning products with certain functions
 Trademarks introduced to provide customers with a certain
assurance of quality
• From trademarks to brands
 Focus on building company image increased; creating
loyalty and delivering a sense of “something” more than just
the product itself - branding
Page 4
Transition from commodities to ideal products
• Commodities – need for
differentiation
• Focus on loyalty and
satisfaction (quality)
• The emergence of labeled
differentiated products
 What comes next?
Page 5
Transition from brands to Lovemarks
In the 21st century:
• People expect and demand
great performance
• Brands have become
commoditized
To stay ahead:
• Companies and products
need to be loved
• Creation of product and
experience that creates longterm emotional relationships
Page 6
What is wrong with brands?
Brands are out of juice…
1. Brands are worn out from overuse
2. Brands are no longer mysterious
3. Brands can’t understand the new
consumer
4. Brands struggle with good oldfashioned competition
5. Brands have been captured by
formula
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What’s a Lovemark?
• Lovemarks are charismatic brands that people love and fiercely protect;
products, services and experiences that forge long-term, emotional
connections with consumers
• Mystery, Sensuality and Intimacy are the key to the creation of a Lovemark.
These elements capture of the special emotional resonance that can develop
into lifelong relationships
Mystery
• Past-Present-Future
• Great Stories
• Dreams
• Myths and Icons
• Inspiration
Sensuality
• Vision
• Sound
• Smell
• Touch
• Taste
Lovemarks
Intimacy
• Empathy
• Commitment
• Passion
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What’s a Lovemark? - Apple
Mystery
•Macintosh  iMac
•Steve Jobs
•User
•Apple icon
Sensuality
• Shape
•Colors
•Appealing names
Apple
Intimacy
•Community
•Company
Page 9
Lovemarks.com
• Launched by
advertising company
Saatchi & Saatchi in
late 2000
• A site for expressing
your feelings about
your favorite brands
– your lovemarks
Page 10
How does Lovemarks.com work?
“To say Tolkien is to
say magic, dream,
epic, fantasy... a new
world far away from
this. This name is now
more than a writer
and his tales belong
to everybody. “
Nacho, Spain,
29th November 2003
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How does Lovemarks.com work?
“I read somewhere that
when B&J created their
ice cream "New York
Super Chunk Fudge", the
idea was to make the
richest, fullest, chocolateflavored ice-cream ever!
No lo-fat, no diet $#%,
just the ultimate ice
cream. It is, I assure you!
Häagen-Dazs isn't for me
- B&J is for people who
*love* ice cream!“
Felix, Norway,
13th February 2004
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Implications
“If you’re not in love with your business, why should your
employees or customers be?”
• Companies have to be passionate
about what they do, passionate
about their products and
passionate about their customers
• Companies have to invest in real
relationships; connect with people
and your company can cultivate
enduring relationships
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Implications
“Lovemarks is a
gamebreaking
opportunity to reinvent
branding. They place
brands where they
should be: at the
emotional heart.”
Kevin Roberts,
CEO Saatchi & Saatchi
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