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