Wow..a lots changed in five years. Think about it. Five years ago we only used our mobile phones to call or text people, were still missing the best bits on the telly when the Mother in law called and still shopping in Woolworths on a Saturday. Yep..a lot has changed.
I got thinking about this as I sat reading an article in themarketer about Kevin Roberts of Saatchi & Saatchi and his Lovemarks this morning. I’ve been a long-term admirer of Roberts. I thought Peak Performance, his book studying peak performing sports teams and applying the lessons learnt to business was inspirational. I thought Lovemarks when they were first unveiled four or five years ago sensational. But as I read the article this morning, I just started to think about how much had changed in the world of marketing and brands.
Lovemarks, Roberts explains, is about achieving the elixir of marketing - loyalty beyond reason. He says Lovemarks are brands that invest in three things – mystery, sensuality and intimacy. That they build connections with consumers beyond their function, afterall he says, most brands today deliver pretty much the same.
Five years on, I find it fascinating that the advertising industry is still seeing consumer loyalty as a brands goal. Research has now proven beyond doubt that the translation of that loyalty into active recommendation (consumer advocacy) must be the target.
Is this just semantics? Absolutely not. Roberts suggests for example that brands should attach a little bit of mystery to their brand “the more you know about something the less interesting it is”. From an advocacy perspective this is absolutely wrong. Loads of evidence shows that consumers want to get more involved in brands, they want to see behind the advertising facade, they want to look in the eyes of those marketing their favourite marshmallows.
I could go on, but I won’t. Things have changed. “Lovemarks” need to be replaced by “Remarkables”…..and I no longer want my son to grow up to be an Investment banker!
