During the nineties, it became increasingly hard for brands to differentiate themselves on functional issues. Today, each car starts in the morning, most beers are satisfyingly fresh when well cooled, French fries are crisp without exception,… And in the case where a brand has a technological edge, the likelihood is that it’ll be copied by competitors before you even have the opportunity to communicate it.
In the same interval, the Internet and other advances in consumer technology heralded a power shift: for some time, brands and retailers have been jostling for domination, but today the consumer is king. Lone agents can start online anti- or pro- campaigns and surfers can see if you’re telling the truth in 10 seconds Google time. Not only were they given the means to do so, now consumers have become more vocal than ever, and we firmly believe that to be a positive thing.
Lovemarks are supercharged brands that are aware of their position: they are owned by the people who love them and they use their respect equity to build new mysterious, sensual and intimate relationships.
Not only are they loved, but the people who love them express that love in several ways. They look beyond their own strengths and go for something people care about and in the process, create platforms and ideas that challenge and shape their whole process; from production to aftersales contact.
We are committed to finding the Lovemarks Organising Idea that inspires you and your brand to outperform the market.