Saatchi
46 BRANDING I LOVEMARKS
you need is...
Have Saatchi & Saatchi found the magic formula for successful marketing in the attraction economy? By Edward Poultney
,
(EO MIDDLE EASTIIMR(H 2008
WWW.~.oom
LOVEMARKS I BRANDING 41
future beyond brands." "There's a context -the world's moved on, things have changed and so have brands," says Steve Anastasiadis, CEO of Saatchi's Dubai office. ~First the manufacturers had the power, then it shifted to the retailers - so the Wal-Marts etc had control of what they stocked and who they stocked and how much they stocked. Now the world has changed in terms of media proliferation and, ultimately, choice. The consumer's in charge now." So what exactly are Lovemarks? According to the website a Lovemark is a brand that is infused with three ingredients: Mystery, Sensuality and Intimacy. So far, so intangible (and quite confusing). But once Anastasiadis explains the concept it becomes almost childishly simple. "Lovemarks isn't some theoretical science that dazzles with the complexities - it's based on a very simple premise: We are emotional beings. There's a quote by (neurologist Donald] Caine that we sometimes refer to: "The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions."" The consumer purchasing the product is, of course, the action that every manufacturer or service provider wants. So the fundamental questions remain: What is the best way to achieve this? And who are the best examples? "Globally there are lots! Harley-Davidson, Apple, Starbucks, Coke are just a few. People change their lifestyles for Harleys, they become weekend warriors - it takes them away from themselves. And actually Harley isn't faster or technologically better than the other guys but it taps into deep emotional territory and that's what Lovemarks are about. They don't talk about 'we're faster' or 'our detergents wash brighter' and all those traditional ways of marketing, it's
you need is...
Have Saatchi & Saatchi found the magic formula for successful marketing in the attraction economy? By Edward Poultney
,
(EO MIDDLE EASTIIMR(H 2008
WWW.~.oom
LOVEMARKS I BRANDING 41
future beyond brands." "There's a context -the world's moved on, things have changed and so have brands," says Steve Anastasiadis, CEO of Saatchi's Dubai office. ~First the manufacturers had the power, then it shifted to the retailers - so the Wal-Marts etc had control of what they stocked and who they stocked and how much they stocked. Now the world has changed in terms of media proliferation and, ultimately, choice. The consumer's in charge now." So what exactly are Lovemarks? According to the website a Lovemark is a brand that is infused with three ingredients: Mystery, Sensuality and Intimacy. So far, so intangible (and quite confusing). But once Anastasiadis explains the concept it becomes almost childishly simple. "Lovemarks isn't some theoretical science that dazzles with the complexities - it's based on a very simple premise: We are emotional beings. There's a quote by (neurologist Donald] Caine that we sometimes refer to: "The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions."" The consumer purchasing the product is, of course, the action that every manufacturer or service provider wants. So the fundamental questions remain: What is the best way to achieve this? And who are the best examples? "Globally there are lots! Harley-Davidson, Apple, Starbucks, Coke are just a few. People change their lifestyles for Harleys, they become weekend warriors - it takes them away from themselves. And actually Harley isn't faster or technologically better than the other guys but it taps into deep emotional territory and that's what Lovemarks are about. They don't talk about 'we're faster' or 'our detergents wash brighter' and all those traditional ways of marketing, it's