LovemarkThink about a company that you love.  Not that generic love you might loosely use towards a company – but one you really love, a loyal-beyond-reason kind of love.  A love where you are irrational when it comes to buying, using, and promoting it.  It’s the brand that you get emotional about.  That’s a Lovemark. Satchi&Satchi describes them as:

“Lovemarks reach your heart as well as your mind, creating an intimate, emotional connection that you just can’t live without.  Take a brand away and people will find a replacement.  Take a Lovemark away and people will protest its absence.  You don’t just buy Lovemarks, you embrace them passionately.  That’s why you never want to let go. Ever.”

My Lovemark?

JacquiMeet Jacqui. She is a ‘92 Toyota Corolla. Jacqui’s favorite color is pink, she loves men who are sleek and fast on their feet.  She does not like to go off-roading. She gets sore limbs, not flat tires.  When people question her loud engine, I explain she is simply purring from happiness.  Jacqui has a few beauty marks and some minor repairs needed (such as speedometer, odometer, fuel gauge, rear defrost…), but she is a truly beautiful car.

I am her proud owner for the best two years of my life. She is an absolute godsend to me.  Since we’ve met, we’ve done everything together.  Anytime I am ready to escape, like an old dear friend, she always can be depended on to take me on a new adventure.  My love for Jacqui has gotten quite serious – recently I have been having nightmares of her dying in her old age.  I can’t imagine living without her.

Despite having no idea what her gas mileage is, every time I fill up with gas I am satisfied, thinking I have saved money and decreased my carbon footprint.  When I see people on the side of the road with their hood up, I have an overwhelming burst of love for my dependable car – even though she doesn’t like to start in the Albertan winter. I pat Jacqui on the dashboard when I find a parking stall that she can fit into perfectly. I feel in harmony when I am in my car.

I have driven brand new Lincolns, Nissan Maximas, and Mercedes Benz, and classics such as cherry-red Mustangs, but at the end of the day, I am happy to drive Jacqui home – I just love my Toyota! There’s truly no other vehicle I want to drive.  If I buy a truck it will be the Tundra, an SUV – the Rav4.  I believe that Toyota has time and time again delivered on its promise of a solid vehicle no matter which class.

Ridiculous? Yes. But that’s what being a Lovemark is all about.

Here at ClearMotive Marketing Group, we embrace and encourage this ridiculous love. One of our Laws of Marketing is the Law of Inspiring Action.  We are driven to successfully communicate why customers should do business with our clients by taping into their emotional minds.  Features and benefits merely rationalize the decision they’ve already made.

ClearMotive’s end goal for our clients’ is not just successful branding – we want to create Lovemark companies.  Lovemarks are the future beyond brands. Through a successful marketing strategy and advertising campaign, we strive to create true value to our clients and their customers.

Webster’s dictionary defines advertising as, “the action of calling something to the attention of the public, especially by paid announcements”.  But we view advertising as so much more.  We believe that it is important in advertising to encourage strong, valuable communities between the company and their clients.  Meaningful relationships are the key to success; how else do brands like Toyota, Coca-Cola, and Nike succeed?  We want your customers to not just respect your company, but love your brand and take it as their own.

Now I know what you are thinking. Yeah that’s great but we aren’t a big brand like Toyota. Maybe you aren’t as big as Toyota, but view that as an advantage. Smaller companies have an easier time becoming Lovemarks compared to big brands.  As a business owner, let’s not forget that you have businesses that you love – most likely more passionately than any big corporate brands. Think about it – how much more loyal are you going to be to a company where you can say: “I talk to Susan, the head of accounts, and she always takes care of me”, instead of a big corporate brand where you are just a part of a process instead of a valued customer.

What about Peters’ Drive-In.  Not a huge company, but through personal interactions and 4,500 combinations of milkshakes, they have won the hearts of Calgarians. Any company can become a Lovemark company and we strive to put you into your customers’ Lovemark lists. Having the ability as a company to constantly speak to customers on a personal level gives your brand roots to becoming the Lovemark that it could be. Your business can be a Lovemark. Feels good doesn’t it?!

We all have Lovemarks – what’s yours? Do you have a local Lovemark?

Can you see your company becoming a Lovemark for others?

Written for ClearMotive Marketing Group.
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 ImageUpdate: Jacqui has passed away June 19, 2011. She will always be remembered.