Roberts figured that there had to be something beyond brands.
Here Kevin Roberts gives a short explanation. You should watch it, Roberts is a funny guy:
So first we had Products, then Trademarks, later Brands and now Lovemarks will take over the marketing world.
But what is a Lovemark?
Have you ever heard anyone say thay they ust LOVE their iPods?
Or that they think their new Mini is so CUTE?
According to Roberts, Lovemarkt are about three concepts:
Mystery, Sensuality and Intimicy.
(source: http://www.lovemarks.com/)
But how come Roberts thinks iMacs are sensual? Why do people want to touch their new Minis?
Companies have to create a relationship with their customers - keeop them loyal to their brands. The key word is Communication.
Digital communication.
Two-way communication.
All big companies nowadays use Twitter, have a Facebook account. They keep their websites up-to-date and provide their customers with constant information.
Just take a look at the Lovemark website (click!):
It says "Community", "Poll", "Join", and "Nominate" everywhere!
It calls, asks customers to engage in the Lovemark hype!
How the product itself becomes a Lovemark?
I have no idea. You'll probably have to ask Apple, Saachi&Saachi, Volkswagen, Converse, Starbucks theirselves!
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