Lovemarks

Lovemarks theory is built upon a simple premise: human beings are powered by emotion, not by reason. Everyone has a number of Lovemarks in their lives: products, restaurants, holiday destinations, TV shows, musicians, sports teams... You don’t just like them. You love them. They inspire loyalty beyond reason.

I Am What I Buy: How Brands Form Identity

Consumer psychology suggests that consumers build their identities and present themselves to others through the brands they choose. For example, you may love a certain brand of hybrid cars because you see yourself as environmentally conscious or because you want other people to view you that way.

Identity may explain why many of the best-loved brands communicate personality traits that consumers identify with or wish to emulate, such as being young, tech-savvy, wealthy or sexy. If your brand doesn’t resonate with your customers' real or desired identity, it’s unlikely your brand will inspire love.

Lovemarks: The Future Beyond Brands

Products command neither love nor respect. Fads attract love, but without respect this love it just a passing infatuation. Brands attract respect, but without love. Lovemarks command both respect and love.

What Builds Lovemarks? 

Mystery: telling great stories

Sensuality: assaulting the 5 senses

Intimacy: establishing a connection with commitment, empathy and passion

Achieving Cult Status

Apple has become the epitome of cult branding. The brand has a strong corporate culture of listening and receiving feedback. Apple recognizes its customers appreciate innovation and design. Furthermore, the 'think different' slogan recognized the human desire to be different, a true manifestation of individual identity. 

Harley-Davidson sells more than just motorcycles, it sells a passion and a lifestyle. The emergence of the Harley’s Ownership Group was an opportunity for motorcycle enthusiasts to share experiences and passion for the sport. 

Vans is known for providing true skate culture, marketing itself as a lifestyle. Very early on, Vans became actively involved in skate culture by hosting skateboarding days, sponsoring the famous Warped tour and opening a free-access skate complex.

So, is your brand ready to take the leap?