Let’s be honest, today It’s getting progressively difficult for brands to stand out and to find and engage customers and employees on a long-term basis.
What people need are brands with an inspiring story that is so remarkable, authentic and lovable that people want to connect themselves to it!
So how do you turn your brand into an inspiring Lovebrand?
14. In fact, research shows that
brand love results in:
1. A high degree of brand loyalty.
2. Positive ‘Word of Mouth’.
3. Resistance to negative information.
*Batra, Ahuvia & Bagozzi (2011)
15. In short, true brand love
increases your business success.
because of t
ruly engaged
customers an
d employees!
32. Because both brands focus on their
Corporate Story, instead of their products!
y that t ells what
the stor
ion beliefs and how
the organizat
it fulfils its promise.
33. Ducati’s story is about emotion; passion for
the race circuit and Italian design.
34. Yamaha’s story is about excellence;
enriching people’s lives with technology.
35. In other words: differentiate
through your unique identity.
Your Corpora
te Story!
37. How do you stimulate your
customer’s 5 senses?
38. What does your product or service
feel, smell and sound like?
Does it look
good enough
to make you
r mouth wa
ter?
39. And what are you doing to stimulate the
sense of your employees?
40. What does the furniture in
your office feel and smell like?
And what’s
on
the lunch m
enu?
41. Build a community around your brand
and have fans build your lovebrand.
make yo ur heart
Does L EGO still
beat fa ster too?
42. Would you like a tool to turn
your brand into a Lovebrand?
And finding
and engagin
customers on g
a long-term
basis?
43. Start working with the
Lovebrand Model.
for creating
a strong
market posit
ion and stra
tegy.
44. #
The Lovebrand Model.
Designed by: Date:
Designed for:
Brand Promise. Target Groups. Channels.
Purpose. Core Values.
For whom do we create value? Through which channels do our target groups
What are the should’s and shouldn’ts that What is our single, clear, compelling message want to be reached?
Why do we exist? that states why we are different and worth Who are our most important ambassadors?
govern our company’s underlying decisions? How are we reaching them now?
What do we believe? loving and buying?
What are our three organizational values? Which channels are the most cost-effective?
What is our guiding star on the horizon? Examples:
What are our three customer values? (Potential) Employees How are our channels integrated?
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Examples Customer Values: Unions Channel phases:
Transparant Shareholders 1. Awareness
Save Investors How do we raise brand awareness?
Simple Suppliers 2. Interact
Governmental Organizations How do we interact with our target groups?
Examples Organizational Values: NGO’s 3. Attract
Eager to learn Press & Media How do we attract our target groups to connect with us?
Everyone an entrepreneur 4. Interest
Reliable How do we get interest from our target groups?
5. Inspire
How do we inspire our target groups to take action?
6. Engage
BHAG. Core Competence. How do we engage with our target groups?
7. Reward
How do we reward our target groups?
What is our Big Hairy Audacious Goal? Which competences are the basis for a
sustainable competitive advantage?
What is our 10-30 year lofty goal?
Does this goal challenge us to long term relation- Examples:
ships? Invention
Production
Problem Solving
Internal or External Logistics
Market Knowledge
Customer Service
Motivation
Co-creation
Networking
Sensuality. Intimacy.
Mystery.
with them?
What type of relationship does each target group expect us to maintain
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Who were the founders of our organization? How do we exceed people’s expectations?
Which sense (hearing, sight, touch, smell, taste) needs priority?
What were the purposes, goals and values of our founders? How do we invest in our (potential) ambassadors?
What were important milestones in our history? How do we build trust with our ambassadors?
Which anecdotes about our founder, people and brand should we share? How can people experience our brands?
Which questions do people have about us? How do we turn complaints into compliments?
Which stories do people tell about us?
Types of relationships:
(Dedicated) Personal Assistance
Automated Service
Self-Service
Communities
Co-creation
the
This work is created by Markward van der Mieden and licensed under
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Creative Commons Attribution-Share Alike 3.0 Unported License. To
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/3.0/.
copy of this license, visit http://creativecommons.org/licenses/by-sa
45. The Lovebrand Model.
10 building blocks to help you:
1. Differentiate your brand through your identity.
2. Develop a constructive strategy.
3. Create an inspiring message worth spreading.
46. The Lovebrand Model helps you find
and engage customers and employees.
On a long-te
rm basis!
47. And helps you increase the
success of your business.
by transforming y
our customers
and employees into
ambassadors.
50. Inspired? Visit LGND.nl/brandlove:
1. Download the Lovebrand Model for free.
2. Become a member of the Lovebrand Community.
3. Watch my videoblogs for more inspiration (in Dutch).
51. Or contact me for workshops
and presentations.
Twitter: @MvanderMieden
Email: Markward@LGND.nl
Web: LGND.nl/brandlove