Let's talk about brand loyalty.
Not the superficial kind where customers buy your products because they're convenient or well-priced. The deep, emotional connection that turns regular customers into brand evangelists.
You know the type – they're the ones who'd rather drink water than switch to a competitor's soft drink. The ones who line up outside stores for your latest product launch. The ones who advocate for your brand on social media without being asked.
These are the hallmarks of a 'lovemark' brand. And if you're wondering how to become one, you're in the right place.
Where does the term ‘lovemark’ come from?
Back in 2004, Kevin Roberts, CEO of Saatchi & Saatchi, noticed something interesting. While brands were getting better at data-driven marketing, they were losing something crucial: emotional connection.
As Roberts put it, "everyone is chewing on the same bone, and let me tell you – there's no marrow left."
He saw that the most successful brands weren't just respected – they were loved. And this wasn't happening through formulas and processes. It was happening through emotion, inspiration and genuine connection.
What makes a lovemark brand?
Lovemarks exist in a sweet spot where respect meets love. LEGO doesn't just sell plastic bricks; they sell imagination and creativity.
Roberts identified three key ingredients that set lovemarks apart from other brands:
- Mystery: There's always something enigmatic about these brands. Take KFC – who really is the Colonel? What are those 11 secret herbs and spices? This subtle intrigue keeps people coming back for more.
- Sensuality: Lovemark brands create experiences that engage all the senses. Ever noticed how satisfying it is to snap a KitKat in two? That's no accident. The sound, the feel, the ritual – it's all part of the experience.
- Intimacy: This is where the magic happens. When customers feel so deeply connected to your brand they celebrate your wins and mourn your discontinued products, you've created something special.
What are some examples of lovemark brands?
You probably have your own lovemarks. But according to a Savanta study here are some of the UK's most-loved brands.
In food and drink, brands like Cadbury, Coca-Cola and Ben & Jerry's dominate.
In tech, Apple leads the charge.
LEGO keeps building its empire of devotees in the toy category.
Even household products like Andrex and Fairy have managed to create emotional connections with everyday items.
But here's something interesting: you don't need to be a global giant to become a lovemark. In Peru, Inca Kola commands the kind of loyalty that makes its international rivals envious. Size isn't what matters – it's the connection you build.
Why is ‘love’ an essential metric for brands to track?
Let's be honest – in today's data-driven world, talking about 'love' might seem a bit soft. But here's why it matters.
When customers love your brand, they don't just buy your products; they become your ambassadors. They create content about you. They leave glowing reviews. They defend you against critics. And most importantly, they stick with you through thick and thin.
How can you become a lovemark brand?
As Roberts says, "we must stop racing after every new possibility on the media map. We must instead fix on the fundamentals of human nature."
With that in mind, here's your roadmap to lovemark status:
- Develop clear brand values: you can't find your tribe until you know who you are. Your values should guide everything from your tone of voice to product development.
- Define your target audience: try to please everyone and you'll end up pleasing no one. Think about Harley Davidson – they know exactly who their customers are, and they serve them perfectly.
- Master emotional storytelling: but it has to be authentic. Consumers can spot manufactured emotion from a mile away. Look at campaigns like Dove's Real Beauty or Nike's Dream Crazy. They work because they're real.
- Stay true to your values: as you grow, especially internationally, it's tempting to water down what makes you special. Don't. The best global brands know how to adapt without losing their soul.
Ready to take your brand from liked to loved? We're here to help.
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This article was published in April 2024 and updated in February 2025. Facts were correct at the time of writing.
