Earlier, brands followed this relationship pattern: You→Your Brand→Consumer. But ideally, they should follow this: You→Consumer→Their Brand. “Lovemarks are not purchased, they are owned. If you take a brand away from a consumer, he will replace it. If you take a Lovemark away, he will protest.”
Brands that command high respect (performance, trust and reputation) and great love (mystery, sensuality, intimacy) achieve Lovemark status. Even some people such as Mother Teresa or Sachin Tendulkar are Lovemarks. In the brands context, some Indian Lovemarks include Amul, Britannia, Cadbury, Horlicks and Vicks.
“Brooke Bond Red Label tea is a Lovemark that faded away, It is relatively easy to get people to fall in love with you… it’s tougher to get them to stay in love.”
A brand such as Starbucks is an international Lovemark, all because of its approach. Starbucks believes it is in the people business, serving coffee, and not in the coffee business, serving people.
This is a complete antonym to the 360 degree communication jargon. “That is all bullshit,”. “360 is all about surrounding people and attacking them from all sides… let’s not forget that we are in the attraction economy and not just the attention economy any more.”
Further, things are moving away from return on investment to return on involvement, from product performance to total experience. Marketers are to generate emotion, rather than get people to listen to reason because “emotions lead to actions, while reasoning only leads to a conclusion”.
“If your spouse tells you that he loves you a million times in a day, chances are that at some point, you will get irritated. Advertising is becoming like that. Let’s not forget, love is about doing, not saying.”
“In order to connect with the mindsets of people around the world, you must learn what their aspirations are, what their psyche is, what their outlook is. You must know about their lifestyle so that you can connect with them on the same wavelength,”
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