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.
Instructions: 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.
Performance is critical to good relationships. How can you love something that constantly lets you down? Does ____ perform as best in class each and every time?
Confidence lays the foundation for commitment and commitment is essential to a Lovemark. Do you feel confident enough to recommend ____ to your best friend?
Lovemarks cannot be associated with anything that would knowingly hurt people or the environment they live in. Are you confident that ____ would never do anything you wouldn’t want to be associated with?
Giving great value is table-stakes for any Lovemark. Is ____ good value for the experience it offers?
Mystery, Sensuality and Intimacy
Mystery
If you knew everything about someone, why would you come back for more? Mystery stimulates excitement, surprise and wonder. Great stories 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.
Do you have a story you often use to show how you feel about ____?
Do you often see ____ mentioned positively in the media?
Have you ever given ____ some direct feedback? It could have been any kind of comment or story or testimonial.
Do you know how ____ started and some of the goals it has achieved over the years?
Have you ever seen ____ celebrating a milestone or an event from its past?
Are you aware of what ____ has in mind for the future?
Does ____ fit in perfectly to the way you dream about yourself?
If ____ was suddenly no longer available, would it make a real difference to your life?
Is ____ associated with any icon, logo, symbol or mythic characters?
Sensuality
The five senses are portals to the emotions. Vision, sound, smell, touch, taste. This is how we experience the world and shape our relationships. Vision 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.
Has ____ been designed to deliver more than the basic functional requirements?
Is ____ the best designed example of its type?
Is ____ the ultimate design for its category?
If ____ has a sound, do you know what it is?
Does ____ have a great smell or taste associated with it?
If ____ has a smell or a taste, do you know what it is?
Does ____ have a physical sensation that you can’t find in anything else?
Do you get pleasure from touching ____?
Intimacy
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. Empathy 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.
Do you think you matter to the people responsible for ____?
Do you feel that ____ will listen if you when you make a suggestion?
Do you know the name of anyone involved with ____?
Many Lovemarks have a nickname or pet name. Fedex, Bud, Coke and Bloomies are all examples. Does ____ have one?
If you found something that performed slightly better than ____ would you stay loyal to ____ anyway?
If something went wrong with ____ do you have confidence in people responsible to do the right thing, do it quickly and fix the problem?
Have you ever tried to convince anyone to change to ____?
If ____ had human emotions, do you know what they would be?
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