Research suggests that brands that engage people emotionally can command prices as much as 20% to 200% higher than competitors', and sell in far higher volumes. Companies can turn brands into Lovemarks by establishing attributes that capture the heart and imagination of target customers: Sensuality, Intimacy, and Mystery.
Kevin Roberts, Saatchi & Saatchi CEO Worldwide talks about why Lovemarks are more valid than ever in the “Age of Now” via AdAge:
The Age of Now is all about the mastery of emotional communication; not manipulation, but of having relationships, perfect "rules for the road" for the social-networking miasma that has grown around and through us. In the Era of New marketing, it was all about your product. In the Age of Now it's all about the single question consumers have of you: "How will you improve my life?" Answering this is to deliver priceless value.
[Image via Lovemarks Campus.]