More Love Less Brand

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June 27, 2016
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Being sappy is okay sometimes…

*I say to myself while crying into my popcorn watching Me Before You.*

Turns out, being sappy and embracing the love may be okay all the time.

Ever since attending an AAF Acadiana Luncheon in May featuring speaker Mignonne Wright, I’ve had lovemarks on the brain.

If you haven’t heard of it already, let me formally introduce to the book Lovemarks by Kevin Roberts.

Termed “the future of branding”, the concept of  a lovemark is one which expands on the widespread idea of emotionally charged marketing. They are brands, products, or entities that are capable of creating loyalty beyond reason. We’ve all learned that campaigns tend to perform better if they get an emotional response from the audience. This leads to more engagement, better overall effectiveness, and staying power. While every campaign is different, brand awareness is always at the very least behind every marketing effort.

So how do you go from being a BRAND to a LOVEMARK?

Roberts explains it in the following principles:

love-respect-axis more love less brand



  1. Be Passionate- If you don’t love your business they won’t either.
  2. Involve Customers- Be committed to change.
  3. Celebrate Loyalty
  4. Find, Tell, & Retell Great Stories- This opens up new meanings & connections.
  5. Accept Responsibility



Lovemarks change the conversation. Something generic becomes personal, symbolic is replaced by iconic, a statement turns into a story, and a company’s values are now its spirit. You no longer “own” your brand, it is owned by the people who love it. It is now a lovemark.

While this likely effects everyone from marketing to sales, it’s fun to think about the brands or products we can’t seem to live without. Are there any products around your house that you swear by? Or companies you always recommend to your friends?

Stay tuned for next month’s blog when I talk about some of my favorite lovemarks!

Alicia McClendon Account Manager more love less brand

Alicia McClendon
Account Manager