[Feature] Lovemarks: Engagement Gets Intimate

[feature] Lovemarks: Engagement Gets Intimate By Richard Kern 54 ENGAGEMENT STRATEGIES SEP/OCT 2010 [feature] Making an emotional connection with customers and employees is what it’s all about these days. Here’s a unique and affordable way to take those first, small steps… ver since the first crazed fan had the name and logo of his favorite rock band or sports team proudly and prominently tattooed on his arm, the lines Ebetween corporate culture, entertainment and consumerism have grown increasingly blurred. At the heart of this phenomenon is something most businesses crave: Engagement – the kind of fervent, emotional involvement that drives grown men to wear their heart on their sleeve (or the Oakland Raiders logo on their arm, as the case may be). Richard Young, Founder of the financial services and investment advisory firm Young Research & Publishing, says that motorcycle-maker Harley-Davidson has taught him an important lesson about making an emotional connection: “At the annual Harley-Davidson rally in Sturgis, SD,” he says, “the biggest draw is the tattoo competition, where the Harley logo is permanently emblazoned on every conceivable body part. This, my friend, is loyalty.” The same goes for Apple Computer loyalists who get inked with the company’s multi-hued apple logo, Nike sales reps who regularly opt to get tattoos of the famed “swoosh” and Campagnolo enthusiasts who are similarly devoted to the Italian bicycle parts maker. A recent Yahoo ad features a blonde woman with a tattoo of the company’s purple “Y” logo, as well as other familiar Yahoo icons. Rapper Xzibit sports a tattoo of the Hennessy logo (his favorite cognac), but he notes that “[Hennessy] don’t pay me s__t. I just love the product.” THE LOVE/RESPECT AXIS Kevin Roberts understands. He’s the CEO Worldwide of ad agency giant Saatchi & Saatchi, as well as the author of the business best-seller, Lovemarks – The Future Beyond Brands. What exactly are Lovemarks? “They’re the charismatic brands that people love and fiercely protect,” he explains. “They connect with consumers the way brands can’t and inspire loyalty beyond reason. Lovemarks are able to generate emotions among consumers, thereby influencing their choices.” continued on page 56 SEP/OCT 2010 ENGAGEMENT STRATEGIES 55 [feature] continued from page 55 Makes sense. But exactly how do you achieve that emotional about you in a public forum, using words like “obsessed,” “flawless,” connection? First, says Roberts, you need the trust and respect of “beautiful,” “mysterious,” “power,” “freedom,” “fantasy,” “adoration,” your audience. “We’ve made huge investments in performance, “warm,” “comforting,” “touchstone” and “sexy”? innovation, quality, trust and all the rest for decades,” he notes. It’s not easy, of course. The abovementioned companies spent “And we would all agree that we made fantastic progress. But in years building respect and trust. Adding the love. Mixing in just the twenty-first century, great performance is no more than what the right amount of mystery, sensuality and intimacy. It required a consumers expect and demand. Cars start first time, the fries are huge investment of time and effort; a major strategic undertaking. always crisp and the dishes shine. Today, everyone has to earn Making an emotional connection. But if you believe in the power of respect just to stay in the game.” Lovemarks, you need to commit to spending the months and years So you start with respect as your baseline. Then you need to it’ll take to make it happen. add love. This is a critical element of the Lovemarks hypothesis – Or do you? what Roberts calls the “Love/Respect Axis.” There is a way to shorten the process – to give your brand “Your products have to be respected first. They can’t be fake the kind of caché that Lovemarks enjoy without waiting for the or insincere or just plain cheap and nasty,” notes Financial Times groundswell to build. Naturally, you still want to reposition your Editor Stefan Stern, who is well-acquainted with Roberts’ work, products and services to make them more mysterious, sensual and having reviewed his book and written extensively on branding intimate – hence, more loveable – but in the interim you can also and other marketing topics. “Secretly, privately, we all know why be racking up Lovemark Points by associating yourself with certain we stick to our favorite cities, consumer goods, restaurants, bars,” passion-inducing brands. he says. “We go back because we We all know that “trophy love them. We just may not always value” and “brand recognition” discuss this in emotional terms.” are two of the main reasons that incentive travel and merchandise THE HEART, NOT THE HEAD Companies that associate work so well as motivational If Roberts’ more emotional approach themselves with the tools. Companies that associate to branding makes sense to you, themselves with the quality and there are three key components that quality and caché that caché that certain brands carry must be present in order to lay the certain brands carry position themselves as a quality groundwork for creating a Lovemark employer – one that understands – Mystery, Sensuality and Intimacy. position themselves the power, passion and persuasive- “A Lovemark can be an object, as a quality employer ness of such products. a product, an experience, a person, So here’s what you do: Attach a company, even a country – just – one that understands your company’s name to some about anything that can generate the power, passion and of these vaunted brands – either emotional heat,” says Roberts. by using them as incentives and “[And] it’s true that some products persuasiveness of such rewards or by actually putting and services are better or faster your logo or message on their conductors of emotional heat than products. product – allowing you to bask others. Compare a movie company in the reflected glory of their with a banking corporation. Or a “Lovemarkishness.” nightclub with a copper mine. A And it doesn’t require a Lovemark defines itself by its emotional connectivity. Mention it major investment, either – good news in today’s leaner and meaner and you get an emotional jolt. This translates into huge market economic climate. Here are a couple of examples of how you can advantage. If you have to measure by percentages you can. But the piggyback on highly-regarded brands by using them as incentives, value will shift according to market, competition and the unique rewards, or promotional products – where you go from there is up emotional heat engendered by each Lovemark.” to you. Bottom line: It’s about the heart, not the head. And remember that companies don’t bestow Lovemark status. It can only come THE COLOR OF QUALITY from your customers and/or employees. This is a natural. Let’s start with brand recognition. According to Victorinox’s VP of Marketing, more than 90% of consumers LOVEMARKS BY ASSOCIATION nationwide know the Swiss Army name. Then there’s the product Speaking of which, there’s a section on the Lovemarks website itself. (www.lovemarks.com) where people can nominate their favorite “My Swiss Army knife, watch and travel gear are abiding brands. Here you’ll find the expected – Apple computers, Harley- reminders of things well designed and well made,” notes a Davidson, IKEA and Starbucks – as well as a number of companies dedicated fan. Aficionados regularly use words like “self- that are well-known in the incentive/motivation industry: sufficiency,” “self-reliance” and “independence” to describe this Coleman, Canon, Bath & Body Works, Home Depot, FujiFilm, near-legendary product. But that’s only one side of the emotional Nikon, Cuisinart, Le Creuset, TUMI, Lacoste, Swarovski, TJMaxx coin. The other is the distinctive look and feel of a Swiss Army and Sony, among others. Knife – often described at elegant and sleek – a design so unique Wouldn’t it be great if your company’s products or services it’s in the Museum of Modern Art’s permanent collection. Says one showed up on a list like this? To have your customers and loyal knife-lover: “I like to have that unmistakable rich red color employees so passionately connected to your brand that they gush somewhere with me at all times, It’s the color of quality, durability, continued on page 58 56 ENGAGEMENT STRATEGIES SEP/OCT 2010 [feature] continued from page 56 efficiency, self-reliance.” and fashion accessories (Zippo Fashion The color of quality. Italia), so there are plenty of ways to Now that’s an emotional piggyback on the Zippo Lovemark. connection. Victorinox has a CREATING ‘INSPIRATIONAL section on its website CONSUMERS’ dedicated to telling the In the 21st Century, the true power brokers stories of people and won’t be the people their Swiss Army Knives who merely respect, – tales of adversity and trust and prefer certain heroism that provide an products. The real emotional charge and power will lie with those connection, putting a who unabashedly love a human face on what brand, what Roberts and would otherwise be a others call Inspirational cold steel tool. Consumers – “the ones This is where Victorinox really who hyperactively separates itself from the pack – defend, promote and understanding that it’s not just connect, as well as hold about quality and functionality. The the brand accountable company’s core philosophy reflects for creating a better the personal involvement world.” the product engenders, In other words, talking about “[giving] Inspirational Consumers our lives deeper meaning are people who can’t and [adding] joy and stop themselves from satisfaction to our work.” spreading the word, Bottom line: These guys sharing their emotional connection with a get it. brand and trying to actively convert others. To succeed, companies need to locate these A TRUE TALISMAN evangelical users and listen to what they Smooth.

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