Lovemarks FAQ
What are Lovemarks?
Lovemarks are super-evolved brands that offer emotional differentiation.
How do we know when we have a Lovemark?
Only customers can tell you so you have to be listening to them.
Who decides when we are a Lovemark?
Your customers do.
How do they decide?
There is no single moment of truth. As with any great relationship a Lovemark evolves out of a long-term commitment built on respect and love.
What is the difference between a Lovemark and a great brand?
Great brands are hugely respected, they perform brilliantly and they are trusted. Their reputations are outstanding. Lovemarks have all this, as well as deep emotional connections with customers through mystery, sensuality and intimacy.
What are the advantages of being a Lovemark?
Devoted customers, sustained premium pricing, stronger sales and inspired staff.
How do you know if we are losing Lovemark status?
The same way you know when friends start to drift. They don’t smile when they see you and they don’t call any more.
Does a Lovemark need to have all the Lovemarker characteristics?
Not every one, but it needs to rate very high across both respect and love.
Can one Lovemark be better than another?
No. Love is an absolute. One Lovemark can only be different from another.
Can anyone judge a Lovemark?
Yes. Lovemarks are always personal.
Can there be more than one Lovemark in a category?
Yes. Lovemarks respond to customers not to how business categorises the world.
Does every brand, experience or product have the potential to be a Lovemark?
Yes. If people can love it, it can be a Lovemark.
Do products and services that are bad for people still have Lovemark potential?
No. To be a Lovemark you must first have high respect.
Without respect you won’t even come close.
Can companies with poor corporate reputations still be Lovemarks?
No. Lovemarks need to be both respected and loved.
How can you confirm something is (still) a Lovemark?
Ask customers if they could imagine life without it.
Can you forgive a Lovemark for doing something very bad?
Sometimes. But you will not forgive them all the time. And you may not forgive them for doing something very, very bad. Lovemarks live in the real world.
