Lovemarks. A term I had only vaguely heard of until I Googled it. But, it seems that Lovemarks are quite powerful and that we are all guilty of having our own.
A Lovemark is a brand. But a brand that’s more than just a brand. It has become part of our lifestyle.
CEO Worldwide of Saatchi and Saatchi Kevin Roberts devised the concept in his 2004 book, ‘Lovemarks: The Future Beyond Brands’. He suggests that brands are in need of a revival and it is love which will enhance them, love from the brand and love from the consumer. Some brands have already achieved the title of Lovemark. As Roberts says, they have achieved consumers’ ‘loyalty beyond reason.’
Everybody’s Lovemark is different but there are some brands which regularly appear as prominent Lovemarks. The first one? It has to be Apple. The recent launch of the iphone6 supplies enough evidence of the lengths Apple lovers will go to just to get their hands on the most recent Apple product. Have you been queuing through the night? Spending a fortune despite your old phone being in pristine condition? Outraged at ‘Bendgate’? Apple is your Lovemark.
Another popular Lovemark is Guinness. Its merchandise ranges from tshirts and posters to golf clubs and make up bags. It seems that men and women alike want a piece of the Guinness brand in order to show their pride in loving the company. The brand’s national heritage and its appearance to almost epitomise all things Irish certainly has great appeal to its consumers, particularly for those across the pond. For those who hold Guinness as their Lovemark, it’s about holding the respect for the bartender as they steadily practice the art of pouring the perfect pint and knowing that Guinness is your drink.
My Lovemarks? Probably Disney and Coca-Cola. I’m intrigued by the history of the brands; I even found a way to write essays on them during my degree. I enjoy having that insider trivia; how Mickey was so nearly named Mortimer or how a Coca-Cola product is the most popular drink in almost every country in the world, except Scotland (where it’s Irn-Bru). I love getting caught up in the American myths and icons of the companies such as that feeling I will get when the Christmas Coca-Cola advert comes on for the first time this Christmas.
Why did I just buy another Mickey Mouse mug when I already have three? And why do I own a t-shirt with the Coca-Cola logo splashed across it, when it is the great Coke taste which I like? It’s because I’m proud to be associated with these brands and I don’t want to leave them and perhaps more importantly, I don’t want them to leave me.
I know these brands have their flaws, but I feel like I am entitled to highlight them much more than somebody who has the Lovemark of Pepsi. Just how you’re allowed to say that your best friend is a bit lazy, but the person who just met them certainly isn’t! Over my life I have accumulated such loyalty with these brands that I feel I deserve to be critical, because I know how good they can be and I will defend them should anyone else attack them.
I reckon everyone has a Lovemark, let me know yours on Twitter @PlainSpeakingPR