Lovemarks

Several years ago, Kevin Roberts, CEO Worldwide of Saatchi & Saatchi, introduced the world to the idea of a  "lovemark" - when a product or brand evolves from being simply respected or simply loved to being both, in the eyes of the consumer.  He emphasizes that by building respect and inspiring love, business can move the world. 

I created this Love/Respect axis, adapted from the original.

So, how do you know if your brand or product is a Lovemark or has the potential to become one?  And, how do you evolve your brand to become a Lovemark? 

First, assess.  You need to ask yourself a few critical questions and be ruthlessly honest when answering them. The areas that need attention will become clear.  Find the complete set of questions at the Lovemarks web site here. 

Second, get your team together and start brainstorming how to address the areas that are lacking.

Remember, this takes time, commitment and ultimately it is the consumer that determines your Lovemark status, so get focused on creating value for them in richer and more meaningful ways.