Inspirational Consumer: April 2006

John DeCesaro, USA

For a product to be a Lovemark I have to be touched on an emotional and sensual level. That sounds more like what I would look for in a soul mate, but it is the honest truth. It needs to visually captivate me like Apple’s iPod Nano’s sleek, clean design and the accompanying advertisements with stark silhouettes dancing like I wish I could.

My Lovemarks tend to speak to my past and evoke memories that I long to relive. Every time I drink a pint of Guinness beer I go back to my honeymoon in Ireland. If a brand can take me back to a time and place that I cherish, I make that brand an object of my affection. Brands also need to engage me in the process. I need places to provide feedback and need to be asked what I think.

I like shops that embrace the in-store experience as a part of their brand identity. Walking into Restoration Hardware is like strolling through their immense catalog. On a mass retail side, Target has taken strides to incorporate current trends into the merchandise and shopping experience. A unique mass retailer? That makes no sense! Don’t try to tell me that while I’m filling my cart.

Three Lovemarks I would like to experience are Chuck Palahniuk (whose minimalist writing style is so refreshing); Kenneth Cole (if I could afford it, I would be clothed in nothing else) and the French Quarter in New Orleans (makes me feel like I really do have that great American novel in me).