My Top 10 “Lovemarks”

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We all have those brands that we hold dear to our hearts.  No matter what, we have, and always will, remain loyal to them.

Most are familiar with the term Lovemark; created and popularized by Kevin Roberts, CEO of Saatchi & Saatchi.  This term describes brands that aren’t mere brands at all.  It represents the brands that subsume both our hearts and minds.  These brands have our love and respect.  Roberts says regular “brands” only hold one of the two.  Roberts suggests that Mystery, Sensuality, and Intimacy are the ingredients to making a brand into a Lovemark.  Of course, their are obvious “lovemarks” that we can all agree on: Coca-Cola, Apple and Disney are the obvious few of the many.  These brands, whether you like the actual products or not, demand respect AND love just by their impactful marketing presence alone.  I’m not crazy about the taste of Coca-Cola, but I love the brand because I respect how its carefully positioned identity.

Your personal relationship with a brand ultimately decides it’s fate as a lovemark.  The individual determines the importance of a brand and how it transitions into a lovemark.  My lovemarks are usually determined by nostalgia.  I love brands that remind me of a simpler time.

Here are my top 10 “Lovemarks:”

  1. Haagen-Dazs:  Ever since I was a little girl, my father embedded the idea that, nothing compares to Haagen-Dazs ice cream.  Between my fathers influence and the costly price for a quart, I was – and still am – convinced that nothing else compares.  Also, Haagen-Dazs ice cream markets their ice cream as luxurious with simple ingredients, which only fuels my love and respect for the brand.  My favorite flavors? Chocolate Chocolate Chip, Mint Chip, Vanilla Swiss Almond, Rocky Road, and Raspberry Sorbet. Haagen-Dazs
  2. Hershey’s: Again, I have my father to thank for my loyalty to Hershey’s.  I can’t remember a time in my household when we didn’t have a Hershey’s product in the house.  If this brand ever vanished off the face of the earth, I would not only notice, but I would fight for its re-emergence.
  3. NBC: I know it’s weird to have a network as a lovemark but it’s true; I Love NBC.  Most of the shows I watch are on NBC including my all time, die hard favorite, Law & Order: SVU.  I’ve been watching Law & Order: SVU since I was nine years old with my mother and grandmother.  I cherished those times with them, so every time I watch NBC I think of my grandmother and the intimate moments we shared.NBC
  4. Russell Stover: This brand is the definition of tradition in my family.  Every single holiday, no matter what, without fail, we give/receive these chocolates.  Russell Stover represents family, generosity and tradition; three qualities that give me that warm, fuzzy feeling inside.
  5. Macy’s: Ahh yes, Macy’s, of course.  Who doesn’t see Macy’s as a Lovemark?  From Miracle on 34th Street, to the festive holiday décor, to the Macy’s Thanksgiving Day Parade; who couldn’t praise Macy’s all-over presence?
  6. Hostess: I didn’t think this would be a lovemark for me because I haven’t eaten a Hostess product since my metabolism slowed down (so, like 12?).  When the brand went bankrupt in 2013 and all hostess products were taken off the shelves, I couldn’t help but feel somber.  Hostess has been a staple American product since forever.  Let’s be honest, it pretty much defines America – which doesn’t comfort me at all.  I was excited when the beloved/hated brand was brought back to the market.  Only then did I realize this was a Lovemark.
  7. H&M: This is my go-to brand when it comes to clothing.  I can always rely on H&M when I need a last-minute outfit.  I’ve worn H&M clothing ever since I was a little girl.
  8. M&M’s: M&M’s bring me back to when I was a child and my grandmother would attach a package of Mini M&M’s to the gifts she gave my sisters and me.  They were always the best part of the gift.
  9. Dove: I love love love Dove! It all started with that unforgettable “Real Beauty” Campaign.  Whenever I think of Dove I think of diversity and reality.  Plus, I have super sensitive skin and Dove is the only brand I can trust.Dove
  10. Chase: I know what you’re thinking, “Who would have a bank on their list of favorite brands?” Yeah, I don’t exactly get it either.  I think it’s because it has been in my life for a long time.  My parents use Chase for their banking and it was the bank I opened my first checking account with.  I’ve always been pleased with their customer service, security concerns and the way they’ve revolutionized modern banking.  Who knows, maybe it’s just because they’re big, bloated and blue.

View the list of “The Top 200 Lovemarks,” as suggested by Lovemarks.com.

Marketing techniques and family ties influence my “lovemarks.” What are some of your Lovemarks and why? I’d love to know!

 

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Experiential Marketing: It all ‘Depends’

No Matter the Sales Outcome, We Can’t Deny It’s Strengths.

This post is coming after the article, “Just What Is Experiential Marketing, and How Can It Be Measured?” by Shareen Pathak on AdAge.  The article describes the rising popularity of experiential marketing, how it has been a lingering fad for a while, and where sales stand despite the “hype.”  It describes experiential marketing as “messaging you can touch, feel or view in a physical space.”  Creatives love this because the possibilities are virtually endless.  Between the examples of brands who rely on experiential marketing and the actual financial outcome of its use, I more or less agree with the overall tone of the article.  But, being educated in the concepts and creativity around campaigns rather than the financial gain, I can say that experiential marketing brings far more than a mere number can provide.

Imagine this: The lobby of a busy movie theater in the heart of New York City.  In this lobby, out of hundreds of people coming and going, 40-50 of these people are wearing Depends adult diapers over their pants.  On the bums of the diapers are the words “Support Our Elders.”  They’re walking around as they normally would, as if it were a normal, ordinary day.  The people around them, the non-wearers, are taking photos, videos and engaging with those who are wearing the beloved brand.  Why on earth would these people, young and old, humiliate themselves and walk around wearing a diaper like this?  Well, for one thing, heads are turning. Children are laughing.  People are gasping.  It received attention and now, someone in that crowd will most likely post a video about the odd event online that will go viral for the next four weeks.

This video does not exist.  But I think it is a good example of how experiential marketing is extremely important when used the right way.  This idea may or may not be the best idea for the Depends adult diaper brand.  That is certainly up for debate.  But it does have plenty of powerful qualities.  The message of this video is to support the usage of adult diapers by those who need them.  It’s to make the people who wear the product feel comfortable about it by people who don’t need to wear them yet.  This is more or less what the Depends brand wants for their consumers.  They want not only physical comfort but mental comfort as well.  It’s cheap, funny exposure for a brand that lacks imagination.  Of course a negative to producing something like this is the concern of failure to reach the target market.  Since the target market, ultimately, are men and women over the age of 65, it would be safe to say that they wouldn’t see the “viral” video unless it was shown to them by a younger person.

The hypothetical Depends video is symbolic of the culture around Experiential Marketing.  It’s taking an “ordinary” product and creating an extraordinary story.  It’s fun, engaging and creative.  Who knows, maybe it’ll create a few parody videos in the process.  It helps define a brand identity and, if done right, can be cataloged through numerous mediums at no cost to the advertiser.  This type of exposure might not lead to immediate results in sales but it starts a conversation about the brand that can lead to loyalty and future consumers.  Even though some people don’t see themselves using the brand (e.g. Depends), they never really know what the future holds, do they?I Scream for Insidious 2

Yes, if you read the AdAge article, you’ll see examples where experiential advertising didn’t help increase sales.  Hopeful blockbusters turned block-blunders.  I had an experience when I went to Coney Island over the summer.  An Ice Cream truck was brand wrapped in “I Scream for Insidious 2” signage.  The truck was giving out free ice cream to those who shared their free experience on social media.  I shared it but I never saw the movie in theaters.  I wanted the damn ice cream.  Needless to say, these marketing tactics didn’t hurt the cause either.  At the end of the day, the product or brand itself needs to be of great quality.  Only then will this marketing tactic truly work out.

Obviously, I’m no expert on the matter.  I’d like to hear some opinions about how people see experiential advertising.  Which advertisers do you think got it right and got it absolutely wrong?

Let’s Be Honest, We’re All Pinterest Slackers.

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Kardashian-esque Makeovers, Bacon Corn Muffins, Wine Cork Bath Mats; who wouldn’t want to know all about them? We see various ideas similar to these all over Pinterest.  What do we do when we come across these eye-catching wonders? We “Pin It.”  Now, let me ask you something else:  Do any of you actually ATTEMPT these creative ideas? I know I don’t and I can’t be the only one.

I have over 700 pins on my Pinterest profile and I can honestly say I’ve only taken a hand full of these pins to the next level.  Most of them were recipes, but this doesn’t stop me from pinning the crap out of Pinterest anyway.  Why do we do it? Well, to put it simply, we like sharing new ideas with our friends.  We can’t help but feel “cool” when we find an idea we know our friends will love.  Also, we really do have every intention of using most of these ideas, if not now then definitely in the future, right? I hope so.

Why don’t we attempt these ingenious ideas? I mean, some of them are definitely life-changing.  Well for one thing, if you’re anything like me, you don’t want to spend money you might not have on materials for these projects, because you know deep down you’re going to accidentally mess it up somehow.  All of that money and time wasted and the only thing you have to show for it is your frustration and inability to follow directions.  On the other hand, maybe attempting these insane pins are worth the blood, sweat and tears because we can always count on the community of epic fails on Pinterestfail.com to comfort us. 

Whatever the case, I know most of you don’t practice what you pin.  But for those of you who do, I am interested to know what pins are actually worth pursuing.  Help a girl out on her first blog post!  Also, feel free to follow my boards on Pinterest even though they’re more fantastical than realistic.