Want a super brand?

Then create a lovemark!

People are starting to expect very high quality – from just about everything. That means that strong brands don’t have the impact they once did. Now the bar has been raised even higher: you must engineer a lovemark. That’s a term coined by Saatchi & Saatchi Advertising, and it means creating brands that “deliver beyond your expectations of great performance.”

The idea is simple: lovemarks achieve an emotional connection – almost a relationship -- with the customer.  They’re built on respect and create the ultimate customer loyalty.  Examples include (and some may argue about these particular examples): iPods, Coach, W Hotels, BMWs, and Mont Blanc pens.

Marriage of Product and Service
The creation of a lovemark is a combination of the product itself and the service experience. People want both these days. So, for example, the iPod itself is attractive and functional – even pretty. But when you order it online, there’s free engraving and the product is typically delivered overnight. You’re impressed that the company did what it said it would do – and perhaps a little bit more.

Consider your company’s products and services. What would it take to make the customer experience not just good, but inspirational? That’s most likely what it will take to effectively compete in the global marketplace in the next few years.

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