Love Marks

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Love marks List the ways your brand or product could explore Mystery, Sensuality or Intimacy in each category by answering three questions: 1. 2. 3. What do you discover? What can you see, hear, smell, touch and taste? How does it make you feel? How hot, warm, or cold respondents feel about brands in terms of trust, respect, performance, and category-specific attributes. We also include conventional behavioral questions on buying habits and future propensity to purchase today with their huge ac
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  Love marks List the ways your brand or product could explore Mystery, Sensuality or Intimacy in eachcategory by answering three questions:1.What do you discover?2.What can you see, hear, smell, touch and taste?3.How does it make you feel? How hot, warm, or cold respondents feel about brands in terms of trust, respect, performance,and category-specific attributes. We also include conventional behavioral questions on buying habits and future propensity to purchase today with their huge access to media, consumers probably know more about you than you know about them. ã You dangle promotions and offers. They compare prices on the Internet. ã You obsess over every detail of your products. They are overwhelmed, bored and in a hurry. ã You patrol the border between own label and brands. They drift back and forth at will. ã You are convinced by the value your brands offer. They'll buy a counterfeit, and they'll do it just for fun. But how do you measure emotion, especially in a computer survey? Tostart, the lovemarks survey shows pictures of various relationships -- agrandparent and child, an embracing couple -- as a way of delineating thenature of a relationship with a brand. In another exercise, subjects areasked to fill in speech bubbles, describing what, for example, Tide wouldsay to you, and what you'd say back.All these results are then mapped on a love-respect axis. In the lower-leftquadrant -- low love, low respect -- are commodities such as sand, salt, andbrussels sprouts. THE FACTORS THAT TRANSFORM A BRAND INTO ALOVEMARK Current concepts of brands pay careful attention to the rational andsymbolic aspects of brands, but often overlook their sensory, experiential,or synaesthetic aspects.After Intimacy and Mystery, Sensuality is critical in building a passionaterelationship. All five senses influence how brands are perceived.  We use association techniques and guided dreams as powerful creativetechniques that can be quantified. The analysis of the brand-persondialogue provides powerful insights into both left brain (cognition) and rightbrain(feelings). Storytelling is a fundamental means by which consumers makesense of the world. It is also integral to Lovemarks theory.Conventional wisdom tells us that emotion cannot be measured. That’s whymost quantitative research limits itself to rational qualities such asperformance, price and so on. But coming to grips with the rational is nolonger enough. All market research can do that. To create meaningfuldifferentiation for a product or service, we have to draw on the emotionaldrives of consumers as well.Saatchi & Saatchi commissioned QiQ International to develop sophisticateddiagnostics based on Lovemarks thinking. This methodology integratesquantitative and qualitative information and insights about the twin driversof Lovemarks: Respect and Love.Initial studies were conducted in the United States on breakfast cereals andcars. They validated the fundamental Lovemarks contention that productsand services that can connect with consumers in an emotionally positiveway deliver higher profit than products and services that do not.
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