Lovemarks: Kevin Roberts at TEDxNavigli
This is one of my favorite TED talks …ever.
Saatchi and Saatchi is a mega huge advertising firm, no, they are THEE advertising firm and their CEO global, Kevin Roberts, spends 20 minutes discussing the power of love when it comes to building brands.
Brand building is one of the most fascinating concepts to me. It requires the perfect recipe of strategy and creativity and is 100 percent manipulated by advertisers, publicists and marketers. These people create a perception and project it to the public. Basically, they control us.
What is so interesting about this specific TED talk is that Roberts explains this process using the idea of love. He stresses the importance of creating a brand that is so addictive that people love it, and I mean really love it.
He calls this idea “lovemarks.”
Lovemarks are different for everyone, but the common theme among them is a highly visible, trustworthy and appealing brand. I have several lovemarks including Costco, Lululemon Athletica and Skinnygirl Cocktails. I would probably believe almost anything these brands would tell me and I am completely aware of it.
What’s interesting about my lovemarks is that, for example Skinnygirl Cocktails, I don’t event drink it. I am not quite sure where my intense passion for the brand comes from, but I have somehow become a victim to their advertising.
Watch the talk and find out for yourself. Think about what your lovemarks are, why they are your lovemarks and how it happened.