Most brands that have achieved success in today’s markets have done so because they have sought out
much more than just loyal customers. The real secret to their success is that these people come to fee
l love for your brand, turning them into lovemarks.
Making your brand a lovemark is nothing more than achieving maximum engagement with your
customers, that is, achieving a bond between your brand and consumers that surpasses any
rationality, including the benefits of your products or services.
To turn your brand into a lovemark, you need to know your target audience thoroughly and focus on
their needs so that they literally start to feel love for your brand.
In the following article we will explain everything you need to know about this interesting topic and
why you should not rest until your brand is a lovemark. Go ahead!
What is the concept of lovemark?
This concept was defined by marketing and switzerland telegram data advertising genius Kevin
Roberts, and is basically a marketing strategy where love and brand come together.
A lovemark is a brand that has managed to position itself as the first choice of its target audience,
thanks to the generation of well-established emotional bonds that make the loyalty and commitment
of its consumers reach the point where they feel love for the brand.
According to Kevin Roberts, the bond between a brand and the consumer can reach the level of falling
in love if the brand manages to develop three elements:
- sensuality;
- privacy;
- mystery.
Sensuality
When it comes to sensuality, and we take multitasking of the marketing manager: a real case it to the
point of how can a brand be sensual for consumers? Kevin Roberts sums it up in the fact that a brand
is sensual when it has the ability to stimulate each of our senses.
Privacy
In the context of lovemarks, intimacy refers cob directory to the fact that brands are able to have an
intimate relationship with customers , literally like a romantic relationship.
This means that in the relationship between consumer and brand, commitment, passion and
empathy will be the foundations that support it.
Mystery
Relating mystery to brands refers to the fact that they always generate expectations in their
consumers, that is, they always have an ace up their sleeve prepared to generate an unexpected
emotion when discovering their product .
If customers knew every detail of a product that is about to be launched on the market , they would
not be curious about every detail of said product or service .
Making an analogy with romantic relationships, generally if you are not curious and have
expectations about the person you like, you will end up losing interest in them.
Another way to achieve this is to tell stories that spark customers’ imaginations, causing them to
visualize themselves in different scenarios, and for these scenarios to be directly related to the brand
in question.
That is why brands must seek to generate these three elements so that consumers end up being carried away by their charm and inevitably fall deeply in love.
Because of this, customers who love your brand will end up choosing it regardless of the price or benefits another provider may offer – amazing, right?