Where’s the Lovemark?

As critical thinking consumers I believe that even the smartest of us are drawn to "lovemarks'. I also believe that this is where our new marketing executives are doing their best to make their product a lovemark. By definition a lovemark is a devotion to something that is not logical. In the interview with Frontline, Kevin Roberts tells of his devotion with Adidas. Myself, I have a lovemark in Harley Davidson. I know that it is not a financially prudent relationship because there are plenty of motorcycles out there that are cheaper and some now even have a similar look. But the history and sound and everything about them keeps me from even considering a different brand. In spite of my irrational relationship with one brand, I feel that the rest of my consumer decisions are made with logic and reasoning. I don't think that marketing alone will be able to transform every product or brand into a lovemark.

As we examine the strategies of the new marketing gurus you can find them now holding educational seminars on the tactics of lovemarks. This is something that consumers have to watch out for as we try and limit our unreasonable attractions to a select few brands. The way that brands evolve into a higher form is to bond emotionally with the consumers that they are trying to reach. As people have more choices to make and less time to actually compare choices the task of an advertiser is to try and touch the consumer on an emotional level and grab someone for life. What seems to be a problem with the marketing of lovemarks is that the idea can't be pushed on people. Not every brand will make it and some think that the elevation of a brand takes time and respect along with a trusting relationship. I would bet that everyone has a product or brand that they purchase that is solely based on an emotional attachment and devoid of any logical reasoning. Everyone has an emotional attachment to something and that is the reason that a marketing company is trying to sell their lovemark form of advertising.

With today's consumer having so much power in where, when, what and how to purchase something I think that the marketing companies have their work cut out for them. One can only hope that more people will limit their lovemarks to items that have proven themselves to them personally and earned this new elevated level of devotion.