LOVEMARKS -2-

"The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions."

I already discussed about Saatchi & Saatchi's motto that stresses out the importance of touching people not by manipulating them but to make products as lovemarks.

Most of us have lovemarks, something special, brands that we prefer when making the purchasing decision.

I have my own lovemarks such as Apple, Jack Daniels and NIKE; and I am sure that everybody is also aware or not have their own. These could be disposable products, clothes, electronic appliances, cars etc.

So, what's the definition of lovemarks?

The company has defined the term according to different interpretations, that can be seen in the following table:


Lovemarks (someone's most favorite brands) have stories and people consider consuming products as maintaining relationship with the specific brands. With the brands people creates a love story and that's the difference between brand and lovemarks.

The relationship lasts a life time and that's the investment that guarantees success in the market more than just manipulating consumers for an instant response.

LOVEMARKS

Saatchi & Saatchi was just a general advertising company till 1997, in financial trouble and its staff was depressed, since no better future seemed to appear in front of them.

However, by a strategic move and new changes within the firm, it became one of the most, maybe THE most, remarkable advertising companies in the world, introducing itself as an idea company not an advertising company anymore. The main change associated with this move is the appointment of CEO of Kevin Roberts in 1997.

So how did this change happen? How is it possible that a financially troubled general advertising company turned into one of the most successful "idea-maker" in the world?

The answer: Focus on people not products and customers.

The company started approaching people by providing emotion. They believed that by working with emotions they could hove hired the best people in the market, to inspire the best clients, the best partners, and the most devoted customers.

Kevin Roberts said "People everywhere are wanting to embrace emotion"

Anyway, focusing on emotions worked in the best way.

When Saatchi & Saatchi started focusing on emotion and love, many worried because stressed and tensed decision makers prefer rationality and cost-cutting. Emotion was not something that could get involved in business.

However, the company believed that emotions are more rewarding, both in the short and long-term and most people buy products with their mind and their heart even when they make a decision to buy products. They look for a rational reason but at the end, they take an emotional decision that 'I like it, I prefer it or I feel good about it.' So, the key is to make people feel good about a brand and getting a positive emotion and it makes the differences.

To be continued..

is that a...??

Yeah.. probably this seems a little bit to rough! but in my opinion very effective... and certainly it grabs the viewer's attention...

It's fun, direct and it shows the product.. it's there!can you see the THREE beers??

Probably, it associates the fact that if you drink too much beer then you need to go to.... the bathroom... but it's effective and funny... and that's a cool way to engage consumers' attention in today's society, where we are exposed to at least 3,000 advertising messages every day...

Great lesson on how to stand out of the crowd, while still being relevant to the product!

Social Ads & their impact on Society (ACF Ad)

As said in our first post, Advertising is not only used to raise awareness on some products or services; it can also be used to create awareness on some causes around the world that are of public interest.

There are some great examples of campaigns out there around the world that helped get attention on some matters that otherwise people would have neglected. The most common, and probably the most known one because of its exposure on TV, is the Ad about anti-smoking campaign, which emphases the problem by the use of images and video really strong that "force" the viewer to stay focus on the message!

However, here today we are going to present a superb campaign proposed by Australian Childhood Fundation (ACF) that not only acted using TV and Radio ads, but also launched a touching campaign in the streets of Melbourne around the end 2008.

The campaign started as a need to raise awareness among Australians that didn't really see in child abuse a problem, as the CEO of ACF reported in a Media Release "Australians want to believe that this problem is happening in another person’s neighborhood, in another community, not our own. The Stop Child Abuse Now Campaign asks adults to stop being bystanders and start taking action." (ACF Media Release, 2008)

Words written on the poster are "Neglected children are made to feel invisible". In this campaign they used mannequins of the size of children, where it was possible to see only their legs coming out of the poster, and the shape of the body remains behind the white paper. (Picture and comments are taken from "Programming Blog")

As it is possible to see the impact of having an image like this posted in the streets would be clearly great, not only will people firstly stop and see what is about (maybe also scared at the idea that there is a real kid behind the poster), but then they will also be "forced" to look at what the ad is saying. Moreover, at the bottom left the ACF website is written, in order to lead people into action, i.e. having a look at the website and understand the problem.

Although this ad may seem a little bit too hard on the way is represented, in my opinion it is trying to make Australians understand, that in their neighborhoods, in their streets or maybe right next to their apartment a child is being abused and adults are just "passing by" every day and not listening to their chocked screams!

Thanks for the image to Programming Blog, and the possibility to use their ad to ACF.

Our First Blog Post!!!

Hi!

This is Luca and Jin!

We are both students of Business Marketing from Macquarie University, with a great passion about Advertising; in this blog we intend to explore some ideas of current and past advertising campaigns.

We will analyse for each blog post one advertising campaign and discuss what we think is good and the reasons for that!Here below there is a storyboard/representation of the main areas we will analyse in this blog.

What we mainly wan to achieve from this blog is to share the beauty and strength of what advertising is, how this influence people mind and behaviour not only towards certain products and service, but also towards certain causes.

We believe Advertising is one beautiful and creative art that serve to express ideas and not only to market and sell products!

In this first blog, we want to start by sharing a famous quote about advertising!

"I like Ads. It's not that we don't like Ads, we just don't like ads when they are out of place"

Bill Barnes