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By Nisreen Akkawi
I was inspired through reading a very creative article about an idea that was invented by Saatchi & Saatchi. I confidently believe that what they have established came at a time when it is most needed. They have invented what they call "The future beyond brands: Lovemarks".
Brands nowadays all know what is crucially essential for their growth in order to gain further customers and penetrate the market on a wider level. It is especially apparent and easy to predict. The customer has to be satisfied, the customer needs to feel that he/she is a priority when offered a product/service, and thus, the brand should be offered at a competitive price, with a superior quality, service and presentation. However, what makes this product/service any different from the others in our globally cunning markets?
The invention of "Lovemarks" added a new spice to be further explored in the marketing/research industry. It added physically non-existent, yet influential elements that directly manipulate loyalty/customer satisfaction. These elements were labeled to be Love and Respect.
When a product reaches one of these elements, but not the other, it is not "everything", it does not take you beyond all other existing products/services, fads, and brands. Nevertheless, when a product/service manages to get love and respect by its consumers, that is when you know that your product/service is irreplaceable, due to the matchless attachment that has been intrinsically built within the consumers’ mind. Thus, nothing can alter your customer’s decision towards your product/service.
"Product of Saatchi & Saatchi"
In order to reach "Lovemarks", provided love and respect, a product/service has to have achieved the simultaneous presence of the combination of the following elements: Intimacy, Sensuality and Mystery to the consumer. Whereby, intimacy is finding the connection between the individual and this product or service. It is the feeling of relation and empathy to the item. Sensuality on the other hand, is what the product/service delivers to the consumer in terms of his/her five senses, the smell (example: smell of the leather in a brand new car), the touch (example: the sense of baby powder on an infant’s skin), the taste (example: the fizz and sweetness of a soda drink), the sight (example: the beauty of a first class seating area in an airline) and sound (example: the roar of a motor bike on the road). Finally, the mystery, is the sense of the unknown that the consumer yearns for, dreams about, and desires the knowledge for. Hence, drawing the consumer to this product/service at all times.
This whole idea of "Lovemarks", makes me seriously think that in our competitive markets, the fulfillment of these elements are the only means of retaining a long-term customer, who would not easily switch his/her mind just for another novel and attractive product/service that has been launched.
This entire idea of "Lovemarks" makes me wonder why is it that companies do not invest their research and development into the creation of such a "feeling" within their customers. When on the contrary, it is evident that many of them solely work on minimizing their short-term costs/losses, sell in masses, and just increase number, but not necessarily work on exclusivity and retaining existing clients and make them feel the “lovemarks” within them, which after profoundly thinking about this makes me convinced, even as a consumer and not just an analyst, that this is the only LONG TERM goal that could be guaranteed if invested in.
My question to you is how far do you think the client should go in reaching to his/her consumer? Would you invest in your consumer to establish whatever Saatchi has labeled to be a "Lovemark", but always existed, however, without giving it enough respect or priority!? Let me know and mail me at:
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