Branding once consisted of a burn mark on the backsides of cows. But, branding went on to give products consistent image through logos and trademarks, help businesses differentiate offerings from competitive propositions, and promise customers reliable quality and associated image or status.
Saatchi & Saatchi’s visionary global CEO wrote, in 2005, about Lovemarks as the future beyond brands. In a market reality where consistent quality is the cost of entry, and naming product features to gain the customers’s respect does not win loyalty for long. Roberts believes that love for a brand is what brings loyalty beyond reason. That love, is inspired by going a step beyond respect to tap into the emotional connecting points for different target customers. In 2006, his new book SiSoMo talks about the future of connectivity through new technological connectivity via sight, sound, and motion. The consensus among marketing experts is that the focus has already shifted from products and services to experience, connectivity, and emotion.
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Duncan Chapple // February 4, 2008 at 9:14 am
Katerina’s slide show on this meme is now online at:
http://www.slideshare.net/Katshio/