To further understand Daniel’s Beyond the Brand lecture on Monday, I wanted to do some of my own research which led me to Kevin Roberts’ 2004 book, “Lovemarks: the Future Beyond Brands”.
Within Roberts’ book he talks about a new marketing technique known as “lovemarks” which is a much more emotional approach to marketing. This strategy was in an attempt to change how companies see themselves and how customers also see their business. Lovemarks connect companies to their people and their brands, they’re loyal, and they’re owned by people who love them.
This approach has the potential to become ultimate premium-profit generators; something any brand would want. In order for a company to a billion-dollar brand, it is vital for there to be more than a rational attachment. The emotional lovemark approach is needed to create the emotional relationship between the brand and the customer in order for the customers to be able to relate to it and feel a deeper attachment to it instead of just a surface level connection.
Whilst reading this book I learnt that lovemarks are personal. They can range from being a person, country, car or an organisation. The important thing is that customers will know a lovemark instantly as they will have a personal emotional attachment to them.