Lovemarks: The fairy-tale of brands
The story remains the same in all of them; Cinderella, Beauty & the Beast, Snow White et al, they live happily ever after. Less than desirable beginnings that ALWAYS end well; unless you’re the evil queen of course.
Lovemarks is a marketing concept that is intended to replace the idea of brands.
A brand is a type of product (or service) manufactured (provided) by a particular company under a particular name.
The thinking behind lovemarks is that “Brands are running (will eventually run) out of juice” therefore love is what is needed to rescue brands. Brands have been riding on what their products can do that it will eventually not be enough.
A lovemark is supposed to answer issues that arise from questions like “What builds loyalty that goes beyond reason?” “What makes a truly great love stand out?” to mention but a few.
Because brands are bound to face rollercoasters (on and off seasons, with closure as the final stage in some cases), it is in the brands’ interest that they become lovemarks.
Lovemarks, in theory, tap into human emotion which gives them the upper hand over brands which can and will always be replaced by functionalities and better selling positions.
Mubumpi, every brand manager’s dream is for their brand to become a lovemark.
The elephant in the room is whether this can be achieved or whether brands are being naïve like young girls who still believe that there is a Prince Charming that was born to bring unending happiness into their lives.
Believing that brands can be tied to emotions that make them invincible no matter the season thus ensuring that they will forever prosper not only puts pressure on love but also means that people believe in love, the unending kind whose existence is debatable.
In an era where people get married and get divorces after a month yet it was the ‘perfect couple’ that had others quoting ‘Relationship goals’ on every post they shared, it almost looks like betting on a lame person winning the race with very many abled people.
If people cannot love themselves forever, how are they expected to love a brand to a point that they transform it to nolonger exhibit normal brand traits?
Even the famous ‘blood is thicker than water’ does not always pass the test as parents have disowned their children in the past and siblings have gone on for years without exchanging so much as a Christmas card.
What chance then do brands stand to ever becoming lovemarks?
Is there such a thing as lovemarks in the first place?