One of the moments related to a brand that most mobilized consumers in recent months was the one that pointed out that the Fiesta brand, manufacturer of some of the classic sweets of the childhood of many Spaniards, was going to close. Fiesta quickly went viral and nostalgia for its products flooded social media. The closing of Fiesta became a trending topic at the speed of light and even if the company pointed out at the peak of the viralization of its closure that they were not going to close exactly (the company was in liquidation to be sold but that did not imply that their products were to disappear from the market) consumers did not stop talking about it and lamenting their fate. The reason for this conversation and the chorus of mourners in which we consumers became in the thread of the idea of the disappearance of Fiesta products from the candy stores was not in the fact that the company could close but rather in what those products meant to consumers.
Lollipops and Kojaks were something Hungary WhatsApp Number List else for consumers. They were more than products. They were something close, their own, that they felt within them. They were, in short, something closer to a lovemark than a product without more.
Being a lovemark is one of the things that all brands want and seek, what deep down they aspire to become, since this guarantees a concern on the part of consumers, a much closer relationship with them and, above all, a relationship that goes far beyond the obvious and expected between a brand and its consumer. The relationship is much more direct, more efficient and deeper and, therefore, much more appreciable and much more desirable. Not all brands manage to be a lovemark. In fact, few do. But getting into that ranking brings intangibles to the brand that go far beyond what any marketing campaign can achieve.
The question, therefore, that all companies could ask themselves is how to convert their brands into a lovemark. Read Lovemarks. The future beyond brands, by Kevin Roberts, the CEO of Saatchi & Saatchi and the creator of the concept, allows us to better visualize what it is to be a lovemark and also what are the points that can tell us that a brand is more than just a brand . Lovemarks have a few things in common that separate them from the rest. They are emotional marks
Possibly the first and most striking difference between lovemarks and brands is in the world of feelings. Lovemarks generate emotions and your relationship with consumers is based on feelings. Her clients don’t just see her as something that offers them a service but actually feel something for her. They love them, a value that is very difficult to quantify when making balance sheets but that is what explains why they behave differently when faced with them. There is, for example, the consumer who associates El Corte Inglés with childhood days and that is why she does not hesitate to affirm that the shopping arcade is her ‘home’.They are close brands
And in the face of someone you love, you cannot remain distant and cold: relationships with our loved ones are marked by feelings and proximity. The same goes for lovemarks. An intimacy is created between the consumer and the brand, and that, Roberts points out, is what makes the brand and product experience important to the consumer, even though they are actually sharing it with millions of people. They are brands that arouse loyalty
Consumers not only feel them and not only have them close to them, but they are also loyal to them. It is what makes that before the immense supply of yogurts in the supermarket always resort to that specific brand or what pushes to go to a specific establishment when you need an exact product. That hardware store where they have the concrete solution for all household problems and that your mother always recommends at the first sign of a domestic mishap is nothing more than a close example of a lovemark. They are brands that come through the senses
These brands do not stay with the obvious and do not relate to the consumer only through the expected. A detergent cleans dirt and is deadly on stains, it is true. That is surely your main brand value. But that’s not what will make consumers love an exact brand of different. The fact that the smell of your fragrance is associated with certain values and certain memorable experiences is what will make it a brand different from the others. They are not “owned” by companies
Legally, trademarks are the property of whoever makes them, who markets them, who has the patent. In the case of lovemarks, trademarks are not only owned by companies. Consumers also feel them as their own and thus personalize and appropriate them. If the company cam