Is your brand running out of juice?

Is your brand running out of juice?
... photo credit: namuit via photopin cc
Is your brand running out of juice?

 

In this ‘information age’ there is so much competing for our attention including in-store and online shopping, television commercials, email campaigns etc. With that comes high expectation of products, services and experiences. As consumers, we make choices to either engage or discard. If we’ve seen it all before we discard. If it’s new and grabs our attention we engage. There are some great products and experiences that resonate with us – those that ‘offer a gift – in exchange for our attention.’ They communicate a thought that leaves the consumer happier, wiser…somehow better off for having engaged.

What makes some brands flourish when others struggle?

Kevin Roberts, CEO Worldwide, Saatchi & Saatchi wrote a book ‘Lovemarks: The Future Beyond Brands’ (2005). Kevin writes, “Brands are running out of juice”, ‘Lovemarks’ is a marketing concept that is intended to replace the idea of brands. He believes that ‘Love’ is the way forward for business – the way to rescue brands is through creating emotional connections with consumers.”

“Lovemarks reach your heart as well as your mind, creating an intimate, emotional connection that you just can’t live without. Ever.”
Saatchi & Saatchi 

“It’s no longer about how can I improve my product but rather “How will you improve my life? Answering this is to deliver priceless value on screen and in store.”

Robert believes at the heart of every Lovemark is ‘respect’. “No respect? Its not a love mark.”

The key ingredients to creating Lovemarks: Mystery, Sensuality and Intimacy

Mystery

Great stories, metaphors, dreams and symbols: past, present and future; mystery draws us to what we do not already know

Sensuality

Sound, sight, smell, touch, and taste – it is through the senses we experience the world and create memories

Intimacy

Commitment, empathy, and passion – the close connections that win loyalty

Learn to engage

One way Saatchi & Saatchi engage with consumers is through their website www.lovemarks.com which allows consumers to share their Lovemark stories. You can learn more about Lovemarks through their latest presentations, media coverage, press releases, book launches and events.

Robert concludes that in order for great brands to survive in this age they must engage and make emotional connections with consumers. With the escalating increase of mobile phones, computers and tablets, there is an ever-increasing need to embrace and utilise technology to connect and get closer to consumers.

Question?

In what ways can you engage and make emotional connections with consumers?

 

Heather Lee

Heather Lee

Heather has had many years experience as a graphic designer in both the advertising and publishing industry. She enjoys helping others by providing solutions to visual problems for print and the web.
Heather Lee

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Comments 8

  1. Great content today. It is hard to really capture people’s attention when they are always in a hurry. These tips ensure that people will capture the right attention. 🙂

    1. So true Susan! Always in a hurry. I’m starting to learn the focus should not be about the product but how can you improve lives. As always, appreciate you stopping by to comment!!

  2. Love this post Heather. I have never really associated branding with the emotional side of things but I can totally see that. I really like the idea of lovemarks. I especially like this: “Lovemarks reach your heart as well as your mind, creating an intimate, emotional connection that you just can’t live without. Ever.”

    1. Neither had I Jonathan until I read “Lovemarks”. Yes, that quote certainly makes you think on a deeper level. Can we weave some of this thinking into our business models perhaps? 🙂

  3. loved this one…i like the phase about “It’s no longer about how can I improve my product but rather “How will you improve my life?”
    I am definitely taking this on board.

    To answer your question- I think i want to engage more by sharing some personal stories in my newsletters…

    1. Glad it was helpful Aloted. Yes, that statement rang true with me too. I like your answer to engage with your readers by sharing personal stories. Always enjoy hearing your thoughts. Thanks for taking the time to share!

  4. Heather, really like the advice you share in this post. I can see not only how this can be helpful in marketing, but how it can be helpful in writing blog posts. Thanks for a great post!

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