Lovemark is a new term coined by advertising agency Saatchi and Saatchi, defined as the next step beyond branding. A key idea is that lovemarks inspire “Loyalty Beyond Reason“.

What differentiates the brands that struggle from those that perform well is that the latter are lovemarks, explained Micky Denehy, marketing director for Europe, the Middle East & North Africa, of Saatchi & Saatchi London. According to him, lovemarks transcend brands as they deliver your expectations of great performance. Unlike simple brands, they manage to create an intimate, emotional connection with the consumer.

“Take a brand away and people will find a replacement. Take a lovemark away and people will protest its absence,” he said.

The three dimensions of a lovemark are mystery, sensuality and intimacy.

Mistery

Great relationships are about learning and anticipation. When you know everything, there is nothing left to discover. No more surprises, no more wonder, no more opportunities. In a world suffering from information overload, the most powerful attention-grabbers are the things you don’t know. It’s the Mystery component of a Lovemark that keeps you guessing, keeps you intrigued and keeps you going back for more

Sensuality

All our knowledge comes to us through our senses: sight, smell, sound, taste, touch.
The senses are also a fast-track route to human emotions. Emotional connections are at the very heart of a Lovemark. So it makes sense that the crucial elements of design, scent, texture and flavour – things that appeal directly to the senses – will influence your response over and above the more ‘rational’ product arguments (better, stronger, newer, cheaper…)

Intimacy

If anything is to evolve into a Lovemark it must touch directly on the personal aspirations and inspirations of consumers. The last century saw complex exchanges of buying and selling collapsed into fast and efficient transactions. Intimacy leads the way back. A Lovemark shows commitment, empathy, passion.

You can find more on the subject in the book Lovemarks: The Future Beyond Brands or on the lovemarks website.