The Lovemark Profiler
The Lovemarks Profiler is a series of in-depth questions which can help you locate a brand, product, service or experience on the Love/Respect Axis. It also helps identify gaps and opportunities for enhancing a Lovemark's potential.
Answer the following questions with a YES or NO answer. If you can answer YES to all the questions, congratulations, your brand is a Lovemark! If you can not answer YES to all of the questions below, identify the section where love is needed.
Respect: Performance, Trust and Reputation
It’s the consumer that decides whether something is a Lovemark - and the consumer needs to respect that ’something’ first. See the Love/Respect Axis for more on this.
Mystery, Sensuality and Intimacy
If you knew everything about someone, why would you come back for more? Mystery stimulates excitement, surprise and wonder.
Stories are the food that Lovemarks thrive on. They are the way we give value to the things we love. A perfect Lovemarks story? The tale of the couple who named their daughter Isabella Alexus after she was born in the back seat of the family Lexus.
Past, present and future together
Human beings have an accurate sense of time and who matters to them. Shared experiences show us where we belong and who cares about us.
Taps into dreams
Dreams are why Lovemarks have such a mysterious familiarity to those who love them. Apple Computers dreams of being ahead of everyone else in design and cool. Being seated at a Steinway playing to a rapt audience burrows deep into the dreams of musicians.
Myths and icons
McDonald’s golden arches, M&M’s candy spokespeople, Hello Kitty, they all share personality, distinctiveness and attitude. Icons can also be great events or special places.
Lovemarks are inspirational. From Nelson Mandela to the Toyota Prius’ determination to help make the world a better place, Lovemarks do the right thing.
The five senses are portals to the emotions. Vision, sound, smell, touch, taste. This is how we experience the world and shape our relationships.
Great design is a sign that love has been lavished on a Lovemark. While form may follow function, it is form that warms the heart. Simply put, a poorly-designed object cannot be a Lovemark.
When Harley-Davidson attempted to copyright the roar of their bikes, they wanted to keep hold of magic. Music too captures spirit and gives us the milestones of our memories.
Smell and Taste
The smell of a new car, the taste of freshly-baked cookies, the perfume of the one you love. Our sense of smell and taste are inextricably entwined. Can’t think of a way to associate taste with what you’ve selected to profile? Apple did it for computers. Made them in candy colours, called them names like lime, blueberry and tangerine. YUM!
As soon as we are born we start to learn about the world we love by touching. A Lovemark understands that the way something feels shapes how we feel about it.
Love affairs are personal. They demand perfect pitch. They can soar or falter on a gesture. Intimacy is often only valued when the spell is broken.
The reason we stick to the things we love is because we feel at home with them. They speak to our secret desires and anticipate our needs before we can even articulate them.
Love is a long-term commitment. Sure it can be tested, and certainly it can falter. But love is strong and has reserves that get it through the hard times. Love in the bank.
A Lovemark thrives on the intensity and spark of passion. Passion is what makes people want to get up close and personal.