Old Spice should be a Lovemark. In newer markets it has the potential to be a man's best friend - a product that will never let him down, such that odour and wetness become a thing of the past. In older markets, like the UK, it has the potential to reinvent itself; to fly in the face of the traditional view of the brand and gain respect by doing so.
A very popular energy drink, renowned for localised and underground marketing support. Red Bull has the potential to be an icon representing a whole era and attitude.
Heinz products are an integral part of British everyday life, something that Bates managed to sum up beautifully in a campaign a couple of years ago. Almost everyone I know can tell in an instant if that ketchup or if these baked beans are Heinz or not, and they feel positively insulted if they have been slipped an imposter.
A black, sticky spread, similar to Marmite (or Vegemite for the edge-of-the-worlders), but meat-based. This is a Lovemark to me because (a) I love the taste, (b) it is unique and (c) it is the less politically correct version of Marmite. The last point was nicely captured by my favorite ever billboard - an original, hand-painted, portrait poster hung in the conference room of my last agency, Lowe Howard-Spink. It depicted a cow which covered almost the entire area, whose head pointed to the bottom left hand corner. In that corner was a comparatively tiny little pot of Bovril, at which the cow is staring. We see a tear rolling down the cow's cheek, and the headline reads: "Alas, my poor brother!"
Believe me, I'm not a fan, but she has got to be a Lovemark. Expertly marketed and constantly reinventing herself, she has managed to maintain huge popularity across considerable time and changing trends.
Harley Davidson may be a Lovemark if you are a bearded greebo from Iowa, or a city broker having a mid-life crisis, but ask any real bike enthusiast what their Lovemark is and it will probably be Ducati. Ducati make high performance sports bikes and that is all.
They don't make lawnmowers or outboard engines, they don't want to break into the urban scooter market. The accessories produced with the Ducati brand are either performance clothing for wear on the bike or are in support of their super bike racing teams. If you're lucky you can buy your chosen Ducati in a huge selection of two colours, but often there's only red. Ducatis are not the fastest (Suzuki/Yamaha get that one), they have a pretty poor reliability record, and they are not the most exclusive. The only record they win is being the most uncomfortable. Ducati's never going to be a household name. But it's a Biker's Bike.
Sexy, silky red and black outfits and players that are real characters, coupled with a sustained Peak Perfomance with flair which probably puts Bayern Munich into the shade, gives this brand a huge and hugely devoted following (most of which couldn't pinpoint Manchester on a map). It may be a game for permed-haired prima donnas, but it really generates cash, and this is the category leader and Lovemark.
To be found in virtually every restaurant, kitchen and bar in the world, still in its original packaging/labelling, family-owned and made from the only two things which can be found on one particular Island - a specific type of volcanic salt, and a climate ideal for Scotch Bonnet Peppers. And it only advertised for the first time recently. Similar in brand/Lovemark status to Lee & Perrin's Worcestershire Sauce, but Tabasco gets my vote every time.
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The potential to be man's best friend
Old Spice
27 May 2001
Old Spice should be a Lovemark. In newer markets it has the potential to be a man's best friend - a product that will never let him down, such that odour and wetness become a thing of the past. In older markets, like the UK, it has the potential to reinvent itself; to fly in the face of the traditional view of the brand and gain respect by doing so.
Underground attitude
Red Bull
27 May 2001
A very popular energy drink, renowned for localised and underground marketing support. Red Bull has the potential to be an icon representing a whole era and attitude.
An integral part of British everyday life
Heinz
27 May 2001
Heinz products are an integral part of British everyday life, something that Bates managed to sum up beautifully in a campaign a couple of years ago. Almost everyone I know can tell in an instant if that ketchup or if these baked beans are Heinz or not, and they feel positively insulted if they have been slipped an imposter.
A + B+ C = Lovemark
Bovril
27 May 2001
A black, sticky spread, similar to Marmite (or Vegemite for the edge-of-the-worlders), but meat-based. This is a Lovemark to me because (a) I love the taste, (b) it is unique and (c) it is the less politically correct version of Marmite. The last point was nicely captured by my favorite ever billboard - an original, hand-painted, portrait poster hung in the conference room of my last agency, Lowe Howard-Spink. It depicted a cow which covered almost the entire area, whose head pointed to the bottom left hand corner. In that corner was a comparatively tiny little pot of Bovril, at which the cow is staring. We see a tear rolling down the cow's cheek, and the headline reads: "Alas, my poor brother!"
Sensuality and mystery
Baileys
27 May 2001
Pure sensuality and mystery. This product was made to be a Lovemark. Just try taking the bottle off your girlfriend/wife once she has started!
Constantly reinventing herself
Madonna
27 May 2001
Believe me, I'm not a fan, but she has got to be a Lovemark. Expertly marketed and constantly reinventing herself, she has managed to maintain huge popularity across considerable time and changing trends.
Ask any real bike enthusiast
Ducati
27 May 2001
Harley Davidson may be a Lovemark if you are a bearded greebo from Iowa, or a city broker having a mid-life crisis, but ask any real bike enthusiast what their Lovemark is and it will probably be Ducati. Ducati make high performance sports bikes and that is all. They don't make lawnmowers or outboard engines, they don't want to break into the urban scooter market. The accessories produced with the Ducati brand are either performance clothing for wear on the bike or are in support of their super bike racing teams. If you're lucky you can buy your chosen Ducati in a huge selection of two colours, but often there's only red. Ducatis are not the fastest (Suzuki/Yamaha get that one), they have a pretty poor reliability record, and they are not the most exclusive. The only record they win is being the most uncomfortable. Ducati's never going to be a household name. But it's a Biker's Bike.
Sustained peak performance - with flair
Manchester United
27 May 2001
Sexy, silky red and black outfits and players that are real characters, coupled with a sustained Peak Perfomance with flair which probably puts Bayern Munich into the shade, gives this brand a huge and hugely devoted following (most of which couldn't pinpoint Manchester on a map). It may be a game for permed-haired prima donnas, but it really generates cash, and this is the category leader and Lovemark.
Family-owned and made from only two things..
Tabasco Sauce
21 October 2004
To be found in virtually every restaurant, kitchen and bar in the world, still in its original packaging/labelling, family-owned and made from the only two things which can be found on one particular Island - a specific type of volcanic salt, and a climate ideal for Scotch Bonnet Peppers. And it only advertised for the first time recently. Similar in brand/Lovemark status to Lee & Perrin's Worcestershire Sauce, but Tabasco gets my vote every time.