In 2004, Kevin Roberts, CEO Saatchi & Saatchi coined the term “LOVEMARKS”. He claimed it was the Future beyond Brands. He said Brands have run out of juice and people are looking for brands to offer them benefits that go beyond purchase. He also published a thesis under the same name that took the marketing world by storm and won a $430million contract from JC Penney.
What sounds like some sort of a ‘hickie’ at first, will go on to radically change a marketer’s mindset, once understood the language being spoken.
We have to forget the marketing gyan learnt at B-School, the Segmenting, targeting, positioning analysis being implemented at work and activate our emotional senses if we were to understand what was named as one of the “Ideas of the decade” by Advertising Age.
MARKETING – WAR or LOVE?
While marketers were using a language of war -target, penetrate and ambush, Kevin Roberts introduced the language of Love- mystery, sensuality and intimacy.
To the wrath of many marketers, Roberts claimed, consumers make decisions with their emotions over reason and explained the journey by which brands can move from being respected to being loved.
This invited wrath because most of us hate to admit that we use logical reasons to only substantiate our purchase decisions but the truth really is, it is our Emotions that guides our purchase. In other words, we use logical reasoning to rationalize our emotional longing.
“The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions.” – Brain Sheehan, Author Loveworks.
Now that the veil has been removed, marketers can start speaking a different language to lure customers towards them. From a language that says “I am No.1, I offer best quality” to the language of love that says “I care, I belong to you and I want to bring you happiness”.
Brands that appeal to the deepest emotions of customers have tasted success and victory over brands that appeal to the intellect and basic instincts of customers.
Some tangible proof to substantiate the above statement (Indian context)
MARUTI SUZUKI – INDIA COMES HOME IN A MARUTI
Voted India’s most trusted brand under the automobile category, Maruti Suzuki has gains something that goes beyond respect and trust. It’s loved by its customers. In a market space, cluttered by foreign players like Toyota, GM, Renault, Nissan, Hyundai, Honda and Indian counterparts like the Tata motors and Mahindra, Maruti has won loyalty over many.
This “Loyalty goes beyond reason” just as LOVEMARKS describes. Of course, their cars are good in quality and performance, but they managed to establish an emotional connect with the customers unlike the rest. And that’s what sold them cars. It’s very evident in the taglines used in their communications.
As a brand, Maruti resonated with the feelings and emotions of an average Indian with “Kitna deti hai?’, ‘India comes home in a Maruti Suzuki’, “Happiness, family size”, “The Heart Car” and the likes. Maruti spoke the Language of LOVE to win over its customers.
CADBURY – SHUBH AARAMBH (Auspicious Beginning)
Creativity lies in the ability to bring out positive emotions among the viewers with a simple concept. And nobody does this better than Cadbury’s.
Cadbury Dairy Milk launched the campaign, “Shubh Aarambh” on 2ND July, 2010. This is the second commercial launched by Cadbury Dairy Milk under the umbrella of the “Shubh Aarambh” campaign. Similar to its previous campaigns, Cadbury’s stayed on the course of creating moments of love amongst Indians.
The campaign is based on the concept of the Indian tradition of having something sweet before every auspicious occasion, with the belief that it leads to a favorable outcome. The campaign was an instant success.
The formula was just the same- Cadbury spoke the simple language of love.
The commercials that Cadbury’s rolled out were created settings that are typically realistic and the situation is something most of us have/would experience in our own lives. Being a British firm, Cadbury’s did an amazing job to resonate with Indian customers; tap into their emotional mindset and eventually scored high in terms of respect and emotional connect.
As a result, ‘Cadbury Dairy Milk’ alone has a 30% share value in the Indian chocolate market.
A critic would say this is some sort of Marketing trick, but brands that use the powerful combination of superior products and emotional engagement will be the ultimate winners in this ever-changing, ever-demanding market space.