The Lovemarks presentation by Kevin Roberts was well worth the trip. He had a graphic rich power point presentation that showed the power of the examples in his points. Click Here to see photos of the event.
The general idea of Lovemarks covers how to relate to your consumer, to grab them with a little mystery and intrigue, and pull them into your brand. It is not enough to place a brand out into the population and expect it to survive. He discussed the importance of your customer’s emotional reactions and making your brand more than just a car, for example, but to make it an object of passion. He gave the great example of the Mini Cooper owners and their strong passion for all things Mini Cooper. The car is not the fastest, the largest, or the most expensive status symbol, but it has the loyalty of its owners. Mini Cooper owners see their car as so much more than transportation, it is an expression of themselves. Mini Cooper offers custom roof graphics and other accessories to make it unique to each owner. This idea of listening to the customers is often overlooked in the fast pace of the industry. It is important to view your brand from a new angle, to see it more as how do I get my brand to be desired by the customer and not just hitting them over the head with it.

Roberts drew a lot of common parallels that made the audience part of the discussion. At one point he had a “name that brand” game where he displayed common brands without any words and asked the group to call out the brand. He had Mini Cooper, Guinness beer, Oil of Olay and others that the audience all yelled out. It was amazing to see how these brand have become engrained in our population.

The event was a great opportunity to step outside of the office and share the ever changing experiences that make up our industry.

Claire Urban
Immersion Active, Art Director

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