Just a brand or a love-mark?

Former Ferrari Chairman, Luca Codera Di Montezemolo once said; “we don’t sell a car we sell a dream.” 

When I first learned of these enchanting words, my understanding of the Ferrari brand came to life.

 As a young female starting out in the industry, I was at first intimidated by all the motoring verbiage and male dominance of the game. Working in the motor industry was never an aspiration of mine, but when I started working for Ferrari my career path took an entirely different direction as a matter of fact. But that’s a story for another day!  

I learned to understand the company culture and passion. I learned that Ferrari was not simply a product and renowned brand, but it was a lifestyle. 

As I developed more confidence in the field, it dawned on me that the Ferrari brand as a whole is comprised not only on mechanical and technological advances but more so on luxury, exclusivity, innovation and design excellence. 

During a training session in Dubai held in October 2017, the facilitator shared some new theories and concepts in achieving optimal brand loyalty and success and I think it will be worthwhile sharing with you to contemplate. Both in your individual capacity but also as part of your organizations. 

Not many are familiar with the concept of a "love mark" so allow me to share some insight:

Love-mark thinking is the unique way we look at the relationships people have with products, services, and entities.

Love-marks are the future beyond brands because they inspire Loyalty Beyond Reason. Love marks enjoy high levels of both respect and love.

Brands, on the other hand, might be respected, but they lack the strong emotional resonance that draws people to love them. Fads might be loved for a short period of time, but they lack consumers’ respect. When a product enjoys neither respect nor love, it is merely a commodity. (Source:https://www.lovemarkscampus.com/about/faq/) 

Essentially no matter what industry, brand or product or service, these principles can be applied across the board. 

 So, what is the difference between a brand and love mark? 

A brand is information- a love-mark is a relationship. 

A brand is what people know- a love-mark is what they love. 

A brand tells a story- a love-mark creates a legend. 

A brand is a quality- a love-mark is sensuality. 

A love-mark is a mystery, great stories, past, present, and future. 

They are rooted in dreams, legends, and icons, they provide inspiration. 

A love-mark stimulates the senses, they offer an experience. 

They create loyalty, empathy, and passion. 

A Love-mark needs to be trustworthy, unique and rewarding.

They need to show care and understand your needs. 

They need to surprise you. 

It’s like a relationship, if you don’t foster it, your partner will feel attracted by someone who has better or other qualities. 

So think about this carefully, are you and your organization just a brand or are you a love-mark? 

BR

Chanelle