Saatchi and Saatchi “discover” the affective dimensions of consumption and give it a brandname: they propose the term Lovemarks to describe brands to which consumers remain loyal “beyond reason”:
Brands have run out of juice. More and more people in the world have grown to expect great performance from products, services and experiences. And most often, we get it. Cars start first time, the fries are always crisp, dishes shine.
Five years ago Saatchi & Saatchi looked closely at the question: What makes some brands inspirational, while others struggle?
And we came up with the answer: Lovemarks. A future beyond brands.
Which comes as no surprise to Deadheads, Mac users, and Zippo owners, I’d imagine. via Paul Holland.
The top 10 “lovemarks” as submitted by site visitors:
1. Rebecca St. James
2. Jesus Christ
3. Apple computers
4. iPod
5. Superman
6. REMO General Store
7. Bike Friday
8. Television Without Pity
9. Barcelona
10. Google
Um…
1. I wonder how Jesus feels about being beaten by one of his musical missionaries, and further to that…
2. I bet Steve Jobs is miffed at not being bigger than Jesus, and…
3. Is it just me, or are all the votes coming from the Bible Belt?
2 responses to “Lovemarks: Loyalty Beyond Reason”
Deadheads, Mac users, and Zippo owners in the same sentence… not sure about that.
But Jobs… well, he is God… letting his son go one up, can’t hassle him for that.
Okay, okay, I confess, I own several apples… and an ipod (which I never let out of my sight). That’s not to say I don’t dream of owning a nice PC – if they ever get to the point where virus’s aren’t the main software that run on ’em, I will consider a purchase 😉
Branding
After watching the Frontline special The Persuaders last week one phrase has stuck with me. Charles Saatchi, of advertising juggernaut Saatchi and Saatchi, described what he’s after in any marketing campaign: “Loyalty beyond reason.” And isn’t this exc…