Lovemarks: beyond brand loyalty

Posted by on March 14, 2016


We all have those brands that we’ll always turn to even when other options come along. This is because at one moment in time this brand surpassed being just a brand and found a place in your heart.

This is a Lovemark.

I was introduced to the idea of Lovemarks in college. (There’s a great book written about this idea. I highly recommend the read.) In sum, “Lovemarks reach your heart as well as your mind, creating an intimate, emotional connection that you just can’t live without. Ever.”

Our society is constantly being told what products to buy, which ones will make you thinner, stronger, younger, more successful… the list goes on and on. When it comes to my Lovemarks, there are three brands that I will always be loyal to.

  1. Apple: Apple is probably every creative’s Lovemark, but let me tell you why it’s mine. After the iPod came out, I developed a compulsive need to own everything Apple. Even if I don’t need the product, I always want it. From the sleek design of their products and stores to the user experience each product provides, every detail is considered. Apple understands its users, listens to customers and delivers products again and again that exceed expectations and set the standard in their industry.
  1. Kiehl’s: This is my go-to brand for everything skincare. I love everything from their products to the beautifully simple packaging. I always know exactly what to expect from Kiehl’s. There’s a comfort in knowing that I will get the same, quality products every time; the brand offers the comfort of consistency. Their discounts and customer loyalty program is just the cherry on top of the amazing customer experience they provide.
  1. Amazon Prime: I’m sure everyone can agree that Amazon Prime is a godsend. This Lovemark is all about convenience and reliability. The fact that I can order something and expect it at my door within two days or less is fantastic. From last minute Christmas gifts to laundry detergent, I can rely on Amazon Prime to get me what I need, fast. Despite the associated annual Prime fees, Amazon delivers on what they promise their customers – something not every brand can claim.

These Lovemarks will forever have a special place in my heart. They have done what every brand strives to do – they’ve become my go-to, no matter what.

Which brand do you consider your Lovemark?


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