I had been planning to postpone publishing of this blog for a later date but it seems as though I couldn’t resist it, it’s best that I get started right away;

You may say… What is Lovemark anyway? Lovemark; is a mark of love, they are brands that form a bond with customers that is similar to love, they can also be referred to as superior marks that customers are unconditionally connected to. Shortly, it is the peak point of popularity one mark can have.

For example Harley Davidson, Zara, Google, Armani, Starbucks, Apple, Amazon and many more brands can be mentioned in this category, don’t be fooled when I say many because too few brands share lovemark category. Well, what are common characteristics of these marks? The answer is that, these marks have formed a connection with customers far grater than shopping. They don’t just sell products to their customers but they sell lifestyle, quality and prestige.

This connection can never be interfered, number of new customers and new addicts of these brands grow rapidly. They include their customers to their special events, they form special clubs, in other words, these marks do the best they can to strengthen that special bond they have with their customers. They keep their databases wide and they never forget about their customers. They are always by your side in anniversaries, birthdays and perhaps send a small gift to show their support.

All these extraordinary efforts are for earning the Lovemark title. If we look closely, we will see that these marks do not just prioritise the product in their advertisements in Turkey and in the world, they tend to catch customers from their specific feelings. Meaning, they bet on hearts and feelings to turn consumers into customers. But why feelings? Why are feelings and heart on the table?

It’s because people often take decisions logically, but reason and logic are kept in the dark in only one situation. I can hear you mumbling that four letter word. Yep! You got it. It’s LOVE. We people listen to our hearts in our decisions, when we are falling in love, when we find ourselves in love and in the aftermath (you probably know how that happens – e.g. bad breakups). The goal of advertisement campaigns in the world is to hit the bull’s eye. Because just like in love, if you feel a belonging feeling to a mark you will abandon reason for madness. Isn’t love a little crazy? We can spice up this entry with an example; you probably will like all products of a brand just as you would like/love and cherish everything he/she does, even if ‘defects’ are found in any product or behaviour. You wouldn’t look back to think about these defects. If you were to purchase a product from a specific location, you will always remember that location; when you are financially inadequate (I’m not saying broke) you will probably save just enough money to purchase such item from that familiar location, not from somewhere else, even if it is cheaper elsewhere. When you are in love, you would prefer to go to the movies with your loved one instead of someone else. In comparison, you would wear products of your lovemark carefully, showing care to keep them clean just as you would consider items purchased by a loved one important.

For all these reasons, conquering customers’ heart is very important for a mark. If you provide lifestyle, happiness and prestige to your customers, Congratulations! You have created an addiction. Other’s may sell the same product, make the same coffee and even manufacture same style of motorcycle but the secret of being a Lovemark lies within being different and conquering customer’s heart. Offer your customer’s more than your products, contribute to their lives in a manner to ensure that they never leave you, just as your commitment to never leave them.

We all go shopping to make ourselves feel good. This is how we award ourselves, whether it is shopping for clothes, a small coffee break in stressful times. The most important thing is to understand customer’s. We will receive positive feedback when we evaluate every criticism without distinguishing good customer – bad customer.

It is hard being a Lovemark. Do we have Lovemarks in Turkey? Unfortunately we don’t possess such privilege. There are few Lovemarks in the world and reaching that peak requires tough and long path which one must take with minimum casualties. As I mentioned earlier in this entry, if you are willing to offer only products, do not even contemplate how to become a Lovemark. Clearly, you are sailing in the wrong direction.

You can obtain further information regarding Lovemarks from the creator of the term Saatchi&Saatchi’s web site. You can find the link below http://www.lovemarks.com/index.php?pageID=20015