Our CEO Christian Rätsch featured on Huffington Post Deutschland about our mission to fill the world with Lovemarks. People will forget what you said, people will forget what you did, but people will never forget how you made them feel. Heres the translation fo our international friends: Here at Saatchi & Saatchi, we are united in the mission to fill the world with “Lovemarks”. By this, we mean supporting the brands with ideas that generate customer loyalty beyond all reason. Particularly the people who have to market products in mass markets can see the advantage of a brand concept that creates an added value beyond the actual product benefit. And however banal it may seem, brand value has always been described as an equation: brand value = product benefit + immaterial value. In this aspect, our mission addresses the basic requirements of Marketing. With your heart and soul. Talking to my clients, it has becomes clear that the formulation “The Lovemarks Company” may spark conflicting associations. In Germany, we use the word “love” sparingly, in small doses. Within the context of tough targets, sales and turnover ratios, a concept that is based on love and irrationality seems a bit contradictory. I therefore performed a self-test in my personal environment to find out whether there really are intimate relationships between people and brands, which in turn lead to irrational behaviour. The self-test started at the breakfast table. I asked my children to try a new type of chocolate spread on their bread. The results can be summarised quickly: “aaaargh, where is my Nutella?!” I suggested that my wife could do without her iPhone – no chance. And I tried to recommend a new brand of garden hose for my dad – he was outraged. Preliminary conclusion: We all have personal “Lovemarks” that touch our hearts beyond reason. Do you agree? If not, you can stop reading this article now. But for those readers who are still interested, I have found some examples of brand communication that show how a company can successfully lead its brand to the “path to love”. Be convincing. The key to building a relationship between people and brands lies in the shift in drivers of trust. Back in 2008, trust was still built by the classic “operations” (functions), whereas nowadays, dedication, corporate mind-set and the integrity of a brand play a major part. The assessment criteria have changed. The successful brands of today are convincing rather than persuasive. They strengthen and enable people rather than patronizing them. People are more likely to connect with a brand out of their own free will than when they feel obliged to. When people say that a brand is known for something, touches them and is important to them personally, that brand has made it into their circle of trust. Here at Saatchi, we call this “Love & Respect. “Lovemarks”, which follow this assessment factor, have the chance to build an intimate and emotional bond with the consumer. Examples of true “Lovemarks”. Pedigree: It’s not just about dog food, but also about loving your dog. The brand and the dog owner have a passion for animals in common. https://youtube/watch?v=Mk7tsp4wdVo Guinness: Advertising (by Saatchi & Saatchi) that you actually want to see because it adopts a clear position. It places the focus on the character of the company rather than on product performance. https://youtube/watch?v=iiB3YNTcsAA Swisscom: Communication by the Swiss for the Swiss. Origin and familiarity are conveyed in a fabulous manner. Tina Turner is a fantastic ambassador for the Swiss spirit. https://youtube/watch?v=SKlVq-lh268 Coca Cola Life: Honesty in communication touches you and makes you want to call out: “oh wow – that’s so true!”. The brand takes on the perspective of a good friend and makes some sharp observations. Unlike many classical coke adverts, this one is a reflection of real life – Coca Cola “Life”, so to speak. https://youtube/watch?v=4sNlcwAh83Y Apple: “Think Different” launched the Apple success story. In the beginning, the product features were quite weak across all product lines. But the vision of the brand always stood out - “Change the World - Think different”. https://youtube/watch?v=SswMzUWOiJg Nike: The brand defines itself through “respect” - a core value that goes far beyond the product benefit. People feel connected with the attitude of the brand and not just the product benefit. Nike makes a commitment and people appreciate it. https://youtube/watch?v=X03_bNuihLU Google Chrome: Is a browser just a browser? I can access the same web content with different Internet browsers. Only professionals can recognise any differences in performance. But Chrome is the only one that serves as inspiration to live a seemingly better life. https://youtube/watch?v=R4vkVHijdQk Merci in 1977: Back then, the brand had to convince consumers with its product features. The core of the brand was positioned based on the chocolate mixture. But in times when quality and product choice are apparently interchangeable, attitude and integrity counts. Congratulations on a timely brand development – see the next spot from 1992. https://youtube/watch?v=XGw2n43RmGw Merci in 1992: The brand has been taking a clear position for 20 years and provides a point of orientation. The fact that it is chocolate is almost of secondary importance. In conclusion: the best way to reach people is via their hearts. In our connected world, brands are becoming more and more interchangeable. The “brand” itself is therefore becoming increasingly important. Branding shouldn’t be about patronising and artificial differentiation. Sustainable brands don’t stand out for their promises but for their attitude and drive. The brands of the future belong to the people and not just to the companies. Those companies that don’t seek to control people, but instead, want to empower them deserve recognition and are supported by loyal followers. Brands are becoming involved, have an intimate relationship with their clients and make a difference in their lives. This perception of brands encourages communication beyond just listing the product benefits. “Advertising will therefore become increasingly intimate and sensual. The famous quote by Maya Angelou (US human rights activist) is more relevant today than ever: Ive learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel. For more information, please take a look at: christianraetsch.de huffingtonpost.de/christian-raetsch/diese-marken-haben-es-geschafft-dass-wir-sie-lieben_b_6253194.html
Posted on: Wed, 10 Dec 2014 16:00:51 +0000
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