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Creating a Lovemark, not a Brand.

Oct20

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Have you heard of Lovemarks?
Lovemarks is a term coined by Kevin Roberts, the global head of Saatchi & Saatchi, to describe those consumer companies that touch your soul AND exceed your expectations in performance. They inspire loyalty beyond reason because they’ve earned it. The old-fashioned way. With intelligence, hard-work and integrity.
Great global examples are Apple, Ikea and Oprah. Admit it. You get it.
One of the reasons I recruited many of the brilliant writers that work with us at Alpha Mom was because they have been able to create a universal bond with the parenting community (and beyond) that reaches its heart as well as its mind, creating an intimate, emotional connection that we just can’t live without. Ever.
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I can’t tell you the privilege I feel when I get to read our writers’s words before the rest of the world. It’s a very similar emotion I experienced when I snuck in on my husband when he was listening to Cat Steven’s most recent album “first draft.” His first album in 27 years! I knew that my husband too is oh so fortunate to listen to such beautiful music before it is shared with the world on the radio.
I personally approve columns. Not because I have to. But, because I WANT to. Amalah, Dooce, Finslippy and Suburban Bliss are Lovemarks.
Saatchi & Saatchi writes it best:

Take a brand away and people will find a replacement. Take a Lovemark away and people will protest its absence. Lovemarks are a relationship, not a mere transaction. You don’t just buy Lovemarks, you embrace them passionately. That’s why you never want to let go.

Thank you ladies. A public display of gratitude is long overdue.
Yes, I am a fangirl. And, I’m proud of it.
Starting next week, I will be highlighting companies that I identify as emerging and overlooked Lovemarks. I’m really excited about this series. I hope you’ll join me.

About the author

Isabel Kallman

http://www.alphamom.com
Isabel Kallman is the founding mom of Alphamom.com.

Feel free to send nice emails to isabel[at]alphamom[dot]com.


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4 Responses to “Creating a Lovemark, not a Brand.”

  1. Belinda Oct 24 at 1:06 am Reply Reply

    I’ve never given Bella any OTC “cold remedies,” but have given her children’s Benadryl (diphenhydramine) during allergy seasons. Nowadays she takes Zyrtec (prescription) for several weeks a couple times a year.
    We legislate so many things to protect us from our own stupidity, that it seems like an unintended consequence is that we’re just becoming more stupid.

  2. Belinda Oct 24 at 1:08 am Reply Reply

    Obviously, midnight should be my cutoff for blog commenting, as that previous comment was intended for the cold medicine post!
    Sorry about this. I agree with your sentiments in regard to Lovemarks, as well…well done! YOU deserve the title, too!

  3. Suebob Oct 29 at 3:42 pm Reply Reply

    I am pretty uncomfortable with the word “love” being dragged into the commercial sphere as if it were just another product.

  4. Isabel Kallman
    Isabel Kallman Oct 29 at 5:10 pm Reply Reply

    Suebob,
    I think you bring up a really interesting and valid point.
    Lovemark, is brand name used to define other brands, which are clearly
    commercial. I read “lovemark” as a play on the word “trademark” which is purely
    commercial as you cannot get a trademark registration unless you can prove
    that you are using the brand name in commerce.
    In this case “love” is used to modify “mark.” Thus it’s an adjective,
    modifying a noun. Then, it’s turned into its own brand name, which is
    also trademarked BTW.
    Now, there are lots of different types of love. I’m pretty comfortable
    using the word “love” here because I have confidence that people are smart enough to
    distinguish between love used to describe a good with love used to describe the feeling one may have for an Ob-gyn (because she does a really great job)and the love one has for a significant other or one’s child. All these types of love can and usually are different. The world is not
    black and white. I like to think it’s rainbow.

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