Saatchi & Saatchi experts think "brands have run out of juice. More and more people in the world have grown to expect great performance from products, services and experiences. And most often, we get it. Cars start first time, the fries are always crisp, dishes shine."
In other words, consumer products are so good that brands are less powerful.
Their response? Lovemarks. A future beyond brands. Book coming out this November.
Is this like changing the color of a pig's lipstick, or does it really mean something to consumers? And will it mean better decisions for you and me?
Hmm. This is interesting to me. I definitely see this as a step up from branding. When I think from my consumer side, I may choose a reliable brand for some purchases but if I find one that I love AND respect...well, I can't shut up about it. For me, the love part goes hand in hand with the respect part because I fall in love when I find something (place, product, event, etc) that I can tell someone really cared about when they created it. Some things in life just FEEL mass produced. Even if made well. But there are those things we find...meals, music, a piece of art, a well made article of clothing, where you just know someone took pride in their work. That carries a lot of weight with me. Someone turning me on to "the real deal" kind of stuff like that...they are like gold to me.
So, it isn't love in the fad sense, or in the WAY overused sense, but love as in this person really is seeking mastery in what they are doing. Craftsmanship. Artistry. Even if it's just something simple. It's actually a chain of love. If the person loves what they are doing/creating that love is attached to what they created and that energy is part of what you feel when you are around their creations.
Posted by: Laura Young | September 05, 2006 at 09:18 AM