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    Love Mark

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    Kien Nguyen
    Saatchi and Saatchi Lovemarks(c) are higher-order higherbrands with strong emotional connections with the consumers. The concept of Lovemark(c) was developed by the best brains in the Saatchi&Saatchi Worldwide network.

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    Love Mark

    Uploaded by

    Kien Nguyen
    188 views36 pages
    Saatchi and Saatchi Lovemarks(c) are higher-order higherbrands with strong emotional connections with the consumers. The concept of Lovemark(c) was developed by the best brains in the Saatchi&Saatchi Worldwide network.

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    © Attribution Non-Commercial (BY-NC)

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    Saatchi and Saatchi Lovemarks(c) are higher-order higherbrands with strong emotional connections with the consumers. The concept of Lovemark(c) was developed by the best brains in the Saatchi&Saatchi Worldwide network.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    188 views36 pages

    Love Mark

    Uploaded by

    Kien Nguyen
    Saatchi and Saatchi Lovemarks(c) are higher-order higherbrands with strong emotional connections with the consumers. The concept of Lovemark(c) was developed by the best brains in the Saatchi&Saatchi Worldwide network.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    You are on page 1of 36

    Saatchi & Saatchi

    Let’s name something/someone we


    love

    Saatchi & Saatchi


    So what has love got to do with it?

    Saatchi & Saatchi


    The Power Of Emotions
    • Humans are powered by
    emotions, not by reason

    • The essential difference between


    emotions and reasons is that emotion
    leads to action while as reason leads to
    conclusion.

    Saatchi & Saatchi


    Human Emotions
    Primary Emotions: Secondary Emotions
    • Joy • Love
    • Sorrow • Guilt
    • Anger • Shame
    • Fear • Pride
    • Surprise • Envy
    • Disgust • Jealousy
    • Hate

    Saatchi & Saatchi


    Why Is Love So Powerful
    • Because you can not
    buy, sell, command or
    demand LOVE. Love
    can only be given
    • The only thing that
    the more we give, the
    move we have
    • Takes time to build

    Saatchi & Saatchi


    Saatchi & Saatchi
    The concept of Lovemark©
    was developed by the best
    brains in the Saatchi&Saatchi
    Worldwide network

    Saatchi & Saatchi


    What is a Lovemark©?

    Lovemarks© are higher-order


    brands with strong emotional
    connections with the
    consumers.

    Saatchi & Saatchi


    SAATCHI & SAATCHI
    The Evolution

    TRUSTMARKS

    BRANDS

    TRADEMARKS Saatchi & Saatchi


    Trademarks

    Saatchi & Saatchi


    Brands

    Saatchi & Saatchi


    Trustmark

    Saatchi & Saatchi


    Cha Ca
    Hanoi La Vong

    LOVEMARKS

    Saatchi & Saatchi


    What is the difference?
    Brand Lovemark
    • Information • Relationship
    • Recognized by consumers • Loved
    • Generic • Personal
    • Narrative • Love Story
    • Promise of quality • Touch of Sensuality
    • Symbolic • Iconic
    • Defined • Infused
    • Statement • Story
    • Attributes • Mystery
    • Values • Spirit
    • Professional • Passionately creative
    • Ad Agency • Ideas Company

    Saatchi & Saatchi


    What do these brands have in
    common?

    Saatchi & Saatchi


    Key Ingredients
    Mystery
    of Love
    Sensuality
    Intimacy

    Saatchi & Saatchi


    Mystery

    Saatchi & Saatchi


    What Gives The Sense Of
    Mystery?

    • Great stories
    • Past, presents, futures
    • Taps into dream with secret ingredients
    • Myths and icons
    • Inspiration with magic results
    Saatchi & Saatchi
    Sensuality

    Saatchi & Saatchi


    Sensuality Is Created By

    • Sight
    • Sound
    • Smell
    • Touch
    • Taste
    Saatchi & Saatchi
    Intimacy

    Saatchi & Saatchi


    Can be built with

    • Commitment
    • Empathy
    • Passion
    Saatchi & Saatchi
    WHY
    LOVE?
    Because:

    Love is beyond reason


    Love forgives
    Love protects

    Saatchi & Saatchi


    Lovemarks©
    • Deliver loyalty BEYOND reason.
    • Create deep emotional connections.
    • Deliver long term sustainable value.
    • Stand out from the competition.
    • Avoid the commodity trap.

    Saatchi & Saatchi


    Beauty is in the eyes of the beholder

    KHI YEÂU TRAÙI AÁU CUÕNG


    TROØN

    Saatchi & Saatchi


    REMEMBER …
    • Mystery dissolves with too much technical
    explanation.
    • Sensuality is killed by arrogance and
    distance.
    • Intimacy does not exists where there is no
    dialog and no contact.
    • Love dies without reaffirmation and re-fueling.

    Saatchi & Saatchi


    The Love/Respect Axis
    Love
    Lovemark
    Fad

    Respect

    Trust mark
    Commodities
    Brand
    Saatchi & Saatchi
    Testing our lovemarks

    Saatchi & Saatchi


    To ask if…
    • It has a great story • Pleasing to the
    • It leaves you want to eyes/ears
    discover more • Is it committed to
    • Share its past, has a you?
    future • Do you feel
    • Delivers results passionate about it?
    • Inspires Would you
    recommend it, argue
    • Makes you want to to prove its virtues?
    touch
    • Has great design

    Saatchi & Saatchi


    Let’s look at our brands

    Laser and Number One

    Saatchi & Saatchi


    Potential to be a Lovemark©

    Do we have mystery?
    Yes. But it need to be told.
    Do we have sensuality?
    Yes, but needs to be felt.
    Do we have intimacy?
    Some- But it needs to be built stronger.

    Saatchi & Saatchi


    How Do
    We Get
    There?
    Saatchi & Saatchi
    No = No Love
    Respect

    Saatchi & Saatchi


    What is love based on
    “Respect is love in plain clothes”
    – Perform
    – Pursue innovation
    – Total Commitment
    – Make it easy
    – Don’t hide
    – Guard reputation
    – Get in the lead and stay there
    – Tell the truth
    – Accept responsibility
    – Reliability
    Saatchi & Saatchi
    ….Let’s start to make people fall in love and
    stay in love with Laser and Number 1…
    ….By making the steps to move further to
    the respect territory

    Saatchi & Saatchi

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