Love marks

List the ways your brand or product could explore Mystery, Sensuality or Intimacy in each category by answering three questions: 1. 2. 3. What do you discover? What can you see, hear, smell, touch and taste? How does it make you feel?

How hot, warm, or cold respondents feel about brands in terms of trust, respect, performance, and category-specic attributes. We also include conventional behavioral questions on buying habits and future propensity to purchase

today with their huge access to media, consumers probably know more about you than you know about them.

You dangle promotions and offers. They compare prices on the Internet. You obsess over every detail of your products. They are overwhelmed, bored and in a hurry. You patrol the border between own label and brands. They drift back and forth at will. You are convinced by the value your brands offer. They'll buy a counterfeit, and they'll do it just for fun.

But how do you measure emotion, especially in a computer survey? To start, the lovemarks survey shows pictures of various relationships -- a grandparent and child, an embracing couple -- as a way of delineating the nature of a relationship with a brand. In another exercise, subjects are asked to fill in speech bubbles, describing what, for example, Tide would say to you, and what you'd say back. All these results are then mapped on a love-respect axis. In the lower-left quadrant -- low love, low respect -- are commodities such as sand, salt, and brussels sprouts. THE FACTORS THAT TRANSFORM A BRAND INTO A LOVEMARK Current concepts of brands pay careful attention to the rational and symbolic aspects of brands, but often overlook their sensory, experiential, or synaesthetic aspects. After Intimacy and Mystery, Sensuality is critical in building a passionate relationship. All ve senses inuence how brands are perceived.

We use association techniques and guided dreams as powerful creative techniques that can be quantied. The analysis of the brand-person dialogue provides powerful insights into both left brain (cognition) and right brain (feelings). Storytelling is a fundamental means by which consumers make sense of the world. It is also integral to Lovemarks theory.

Conventional wisdom tells us that emotion cannot be measured. Thats why most quantitative research limits itself to rational qualities such as performance, price and so on. But coming to grips with the rational is no longer enough. All market research can do that. To create meaningful differentiation for a product or service, we have to draw on the emotional drives of consumers as well. Saatchi & Saatchi commissioned QiQ International to develop sophisticated diagnostics based on Lovemarks thinking. This methodology integrates quantitative and qualitative information and insights about the twin drivers of Lovemarks: Respect and Love. Initial studies were conducted in the United States on breakfast cereals and cars. They validated the fundamental Lovemarks contention that products and services that can connect with consumers in an emotionally positive way deliver higher profit than products and services that do not.