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Aston Martin

Lovemarks

Saatchi and Saatchi believe brands have had their day. People now expect consistently great performance from products, services and experiences. So the ad agency looked into what makes an inspirational brand that people grow to adore – and came up with Lovemarks.

Saatchi and Saatchi believe brands have had their day. People now expect consistently great performance from products, services and experiences. So the ad agency looked into what makes an inspirational brand that people grow to adore – and came up with Lovemarks.

Lovemarks are greater than brands, delivering beyond your expectations.

They are brands, which reach your heart as well as your mind, creating an intimate, emotional connection – brands such as Moleskine, Kiehl’s, Diesel, Olay.
 
Lovemarks form a relationship with customers, not just a transaction. And at their core is respect, infused with three main ingredients: mystery, sensuality and intimacy.
 
Mystery draws together stories, metaphors, dreams and symbols. People are drawn to what they don’t know.
 
Sensuality keeps the five senses on alert for new textures, intriguing scents and tastes, and wonderful music. If your brand can stimulate the senses, it will be unforgettable.
 
Intimacy means empathy, commitment and passion. Forming close connections that win intense loyalty, remembered long after functions and benefits have faded away.
 
The single question consumers have of organisations is: “How will you improve my life?” Answering this question means you can deliver priceless value on screen and in store.

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John Carroll - Helping businesses achieve International success. Head of Product Management & International Business, Santander UK

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