The document discusses new marketing strategies for brands in the Web 2.0 era, focusing on the concept of "Lovemarks" introduced by Kevin Roberts. Roberts argues that brands must move beyond being recognized to being loved by consumers through mystery, passion, and emotional storytelling. Successful brands will form deep emotional connections and be "owned" by their fans rather than controlled by the company. The document provides several examples and strategies for creating Lovemarks, including social media marketing and leveraging consumer-generated content.

1. Web 2.0 New Marketing Strategies for PSDA Joel Warady Principal Joel Warady Group February 8, 2008

2. It’s Tough Out There! New Marketing Demands More Than New Ideas It Demands a Reinvention of the Entire Organization

4. “ Why do we need Brand Marketing Innovation?” 1. Brands are worn out from overuse. 2. Brands are no longer mysterious. 3. Brands can’t understand the new consumer. 4. Brands struggle with good old-fashioned competition. 5. Brands have been captured by formula. 6. Brands have been smothered by creeping conservatism. Source: Lovemarks: The Future Beyond Brands , Kevin Roberts

5. Kevin Roberts: Lovemarks!

6. “ When I first suggested that Love was the way to transform business, grown CEOs blushed and slid down behind annual accounts. But I kept at them. I knew it was Love that was missing. I knew that Love was the only way to ante up the emotional temperature and create the new kinds of relationships brands needed. I knew that Love was the only way business could respond to the rapid shift in control to consumers.” —Kevin Roberts/ Lovemarks

7. Brand …………………………………………. Lovemark Recognized by consumers …………. Loved by People Generic…… …………………………………… Personal Presents a narrative …………….. Creates a Love story The promise of quality … ……… A touch of Sensuality Symbolic ………………………………………….. Iconic Defined ………………………………………….. Infused Statement ………………………………………….. Story Defined attributes ……..………... Wrapped in Mystery Values ………………………..……………………. Spirit Professional ……………..……... Passionately Creative Source: Kevin Roberts, Lovemarks

8. “ Human Beings are Powered by Emotion, Not by Reason” How does this change the way you market your brand?

9. “ When we were working through the essentials of a Lovemark, M y ster y was always at the top of the list.” — Lovemarks: The Future Beyond Brands , Kevin Roberts

10. “ Most businesses are obsessed with downplaying Mystery. They are determined to frame the world so it fits their own systems and processes. No wonder they find it tough to communicate with anyone, including their own people. They pump out specifications, details, diagrams. Define this benefit. Delineate that target. Write plans and strategies backed up with statistics. It’s not going to work. It’s not going to work in the airline business, the food business, the cleaning business, or any other business. How can it? Every major industry player now has exactly the same data, the same research suppliers, the same techniques, the same processes, and, in many cases, the same people.’ ” — Lovemarks: The Future Beyond Brands , Kevin Roberts

11. “ Lovemarks are owned by the people who love them.” — Lovemarks: The Future Beyond Brands, Kevin Roberts

12. “ Human beings are powered by emotion, not by reason.”—KR “The essential difference between emotion and reason is that emotion leads to action, while reason leads to conclusions.” —Donald Calne, neurologist Source: Lovemarks: The Future Beyond Brands , Kevin Roberts

17. Top 10 “Tattoo Brands”* Harley .… 18.9% Disney .... 14.8 Coke …. 7.7 Google .... 6.6 Pepsi .... 6.1 Rolex …. 5.6 Nike …. 4.6 Adidas …. 3.1 Absolut …. 2.6 Nintendo …. 1.5 * BRANDsense: Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound , Martin Lindstrom

18. The Power Is the Story Tom Peters10.15.04 for Better By Design

19. Story > Brand

20. Marke t Power = Story Power = Dream Power

21. Things To Do … 1. Ask everyone you work with for a story that reflects what makes your brand special to them. The more diverse the stories, the richer the brand. 2. How would you tell consumers how much you personally love your brand? If you think they wouldn’t care, re-think how you are talking with them. 3. Ask three friends—people not in the same business—for a story about your brand. If they haven’t got one, you’ve got work to do. 4. Make a list of stories about your competitors that you wish were about your brand. Get out there and capture them yourself. Source: Lovemarks: The Future Beyond Brands , Kevin Roberts

22. “ Apple opposes, IBM solves, Nike exhorts, Virgin enlightens, Sony dreams, Benetton protests. … Brands are not nouns but verbs .”

83. Questions??? Comments???