If you haven’t read the book or heard a member of the Saatchi’s team speak about it, Kevin Roberts coined the phrase ‘lovemarks’ to represent those brands that inspire loyalty through a combination of high respect and high love .
Famous examples are Virgin (vs BA), Apple (vs IBM) and Lexus vs (BMW), their lovemark status being earned through a more successful emotional connection with consumers. . .
Virgin celebrates the journey (vs could you ever imagine BA thinking of those great little touches like the toy duck on the end of the toothbrush or the ice cream midway through the movie?)
Lexus is all about the driver and how he/she feels (vs BMW's obsession with the car)
Apple represents a feminising of technology (vs the more rational, male representation of IBM)
I think that the concept is hugely relevant in our increasingly feminised culture and it got me thinking about my‘lovemarks’. . .
I will walk miles in search of this option on the High Street. Not only is there a discernable difference in the taste and quality of the Nero coffee, the experience is covetable too – Caffe Nero at least feels authentic (Italian staff, quirky outlets, slightly scruffy chairs etc). Although smoking somehow added to their authenticity, thankfully, all are now smoke free. Closest contenders are cafes serving Illy coffee and Prets. Costa is tolerable (just) but I find the Starbucks coffees too milky - and too big.
(By the way, if you hadn't noticed, the Caffé Nero colours were the inspiration for my identity/logo – that is a dedicated following for you!)
A great (the best) tasting coffee for home, combined with authentic roots, striking graphics and gorgeous packaging. Much to my Dutch husband’s dismay, I traded in his native Douwe Egberts for Illy and have never looked back (he is dismayed because he has fallen for Illy too)
I’ve already registered my support for Ocado in ‘gullible me’, but there are good reasons for my devotion. . .a truly differentiating and user friendly service (consideration given to packing, with goods put in bags according to their place in the kitchen, the driver brings the shopping into the kitchen, one hour time slots for delivery. . .), plus timely communication in a tone that is warm, personal without overstepping the mark. Such is my support that any gripes with the smaller range (vs Sainsburys and Tesco) and fewer offers do not warrant a shift in allegiance.
I love the consistently quirky, engaging feel of this brand. It is clever, warm and human and has great products to boot. What more could a brand ask for? Feels like it is truly loved by it's makers.
Simple, stylish, 'no frills chic' - I love going to this store and I am forever buying bits and pieces from there. It never fails to inspire me - I only wish that they did kid's clothes too.
Prets never disappoint and I am often found actively seeking one out for coffee, Miso soup or food. I particularly love the tone that they maintain in any customer interfacing copy - like Innocent, very warm, human and often funny. But why don't they just call themselves 'Prets' - use the venacular rather than the somewhat ploddy addition of 'a manger'?
