July 24, 2005
LoveMarks
Who Do You Love
Lovemarks are a new way of thinking about the things we love. Lovemarks are better than brands, because they are about Love and Respect: they speak to us as thinking and feeling human beings. Lovemarks embody Mystery, Sensuality and Intimacy.
Are you dotty about your iPod? Mad about your Moleskine? Tell us why you're crazy about a Lovemark, or nominate a new Lovemark. See what's hot in the world of Lovemarks right now by viewing the latest nominations and stories at Lovemarks LIVE, or dive into the whole Lovemark list.
Meet other Inspirational Consumers in our Lovemark Community, or share your ideas about the Lovemarks concept...
The bottom left finds you in the Low Respect and Low Love quadrant. This is the positioning of classic commodities. Public Utilities, low value transactions. Essential to our lives but going nowhere. Zero brand heat.
Now, move across to the bottom right quadrant to Low Respect and High Love. This is the land of fads, trends and infatuations. Last month’s gotta-haves. Next month’s has-beens. Hairstyles and Pop Stars. You can have a lot of fun down here but you won’t get Loyalty Beyond Reason.
The High Respect and Low Love quadrant in the top left of the axis is where most major brands are stuck. Functional benefits, solid performance, and always fixed on those “e-r” words. Newer, brighter, stronger, bolder and worst of all – cheaper. Needed but not desired.
High Respect and High Love is the place to be. The top right of the top right hand quadrant. This is Lovemark territory.
Only here, stretching for high love and resting on high respect, is where deep emotional connections are made.
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~Marketing zombies working to fill the vacuousness of consumerism with platitudes. Consumer Reports gets religion; the cargo cults (sic) come full-circle.
Get a pet. Volunteer for a charity. Get two pets. Take lots of walks outdoors. Search for something living to admire. Please.