The creation of a lovebrand is the result of a

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It seems that a glass manufacturer from Indiana (CS Root) commissioned this project to a “ dubai mobile number list free certain Edwards”, who extracted a drawing of a coca shell from the British Encyclopedia, stylized it, gave it a support base, and added vertical grooves on the bulge, to give the sensation of a woman dressed in light clothing (of that time, of course) and thus awaken the client's unconscious eroticism.


Lovebrands - Mythical history of Coca Cola
A mythical story about this soft drink states that: "The bottle must be recognizable in the dark or with a blindfold. What's more, a single piece of the broken bottle must be quickly recognized as part of a Coca-Cola container."

Another mythical story is the one associated with RedBull, due to the fact that it contains taurine.

Many people think that this ingredient comes from some delicate parts of the strongest and most corpulent bulls in the world.

But the real fact is that in Red Bull it is synthetically produced by pharmaceutical companies, the Taurine used in Red Bull is not of animal origin.


Lovebrands - Red Bull and Taurine
With a caffeine content three times higher than that of a Coca-Cola, it contains ingredients such as taurine, which stimulates metabolism, blood circulation and the nervous system.

In a nutshell, it is a kind of cocktail of Redoxon, Pharmaton Complex and Apiserum for which Mateschitz spent three years obtaining permission from the Austrian authorities.

Maintaining a brand in the market requires a lot of effort and work, and above all, keeping it in check in terms of good reputation.

I like to use the example of IBM and the film 2001 Odyssey directed by Stanley Kubrick in 1968.

If you remember, HAL 9000 - a supercomputer - is the most special character in the film, a dangerous artificial intelligence that becomes aware of a supposed pseudo-human nature.


Lovebrands - IBM HAL case in Odyssey 2001
In the case of the computer , it was said (and it is still said ) that Kubrick initially wanted to call it the IBM 9000, for which he even requested permission from the American multinational.

IBM denied this permission, obviously to avoid compromising its brand image by being associated with something negative.

Kubtrick chose to call it HAL 9000 , making a selection of the letters of the alphabet immediately preceding those of the almighty brand (that is, H for I, A for B and L for M).

A trademark is not the same as a lovebrand
Indeed, we can have a product or service with certain characteristics and a specific logo.

When a trademark breaks through the emotional barrier and connects with the consumer, as in the example below, someone who is able to tattoo the Harley Davison logo, it becomes a lovebrand.


Lovebrands - Harley Davison
We could say that a brand becomes a person's lovebrand when it manages to establish a deep emotional bond, something like a stable "courtship."

If a brand is the lovebrand of a particular consumer, he or she will undoubtedly prefer it over all other brands offering the same type of product or service.

For this consumer, it's about enjoying your brand in an incomparable way.

Brands transcend not only products | services, but also people.


Lovebrandsy personal brands
A person becomes a “brand” when he or she has personality and reputation for exercising his or her profession.

Brand awareness should be based on effort and improvement, not on jokes and pranks.

Passion, emotion, perception, commitment, innovation and experience are some of the “ingredients” of this cocktail.

And a code of conduct based on:

Yield, yield, and yield.
Look for innovation.
Commit yourself with maximum commitment.
Simplify.
Don't hide.
Take careful care of your reputation.
Get ahead and stay there.
Tell the truth.
Feed the integrity.
Accept responsibility.
Don't skimp on service.
Take maximum care of the design.
Don't underestimate the power of courage.
Earn trust.
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Brands like Nike have known how to “connect” with their audience.

I could mention many examples of this brand, but I'm only going to talk about the campaign " Sweat the ham and you'll look hot ."

If we didn't know it was from Nike, we'd say the title was tacky from someone.

Well, let's see below how this brand aligns itself with the values: effort and commitment, obviously, to hook the female market with its sportswear.

Who doesn't care about their physical appearance?

Who hasn't thought about getting liposuction?

Lose weight by cheating?

The spot is priceless, even if the resolution of the images is not good.

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Another brand that is perhaps less well-established in Europe but is causing a sensation in Asia is Hello Kitty - a tiny, adorable, cute and friendly cat - a fictional character created by the Japanese company Sanrio, aimed at a female audience, although she is not only “loved” by girls and teenagers, but also by adult women.

Hello Kitty is not only present in stuffed animals, but also in all kinds of backpacks, school supplies, purses, accessories, clothing, decorative objects, technological devices and even aircrafts like the one in the example below.


Hello Kitty Lovebrands
Not all that glitters is gold, nor is everything that roses: what has happened to brands?
If we think about it, we are constantly exposed to impacts from different brands.

Note that on a typical day, you can see more than 1,500 products with trademarks.

Si vas al supermercado la cifra puede ascender hasta los 35.000 contactos…pero no todos nos “calan”.

Es como tener miles de vacas juntas, así lo describe Seth Godin en su libro, todas nos parecen iguales, pero si una de ellas es diferente, es una vaca púrpura, nos llamará la atención.

Esa vaca púrpura tiene características extraordinarias, diferentes y transformadoras, por eso nos llama la atención y por eso da que hablar.

Las cosas aburridas o bajo el paraguas del “mas de lo mismo” son invisibles, no así las “vacas púrpuras”.

Si a toda esta falta de diferenciación le sumamos ahora la aparición de la palabra mágica y endémica “Oferta especial”, nos encontramos con miles de productos y marcas que aparentemente ofrecen lo mismo, y para los que el único valor diferencial es el precio.

Cuando esto ocurre, la carrera hacia el suicidio es meteórica.

Llega un momento, como dice Guy Kawasaki, que o eres diferente o eres barato.

Si no te haces diferente, caerás en el maremágnum de “café para todos” y tendrás, como marca que jugar en la liga de competir por precio.


Lovebrands: Problems with undifferentiated brands, warning signs
Si habláramos de canales de TV, hoy tenemos un gran abanico para elegir (repetido), es decir, el producto | marca “canal de TV” es casi indiferenciado, y parece que todos se ponen de acuerdo en emitir “basura” (abundante), y a veces uno no sabe en que canal está ya que parecen todos lo mismos (intercambiable | homogéneo).

Ante este panorama, si tuviéramos que pagar por ver los diferentes canales de TV, elegiríamos el que fuera más barato (precio mínimo).

En mi humilde sentir, yo no quiero quinientos canales de televisión, solo quiero un único canal que me ofrezca lo que quiero ver.

Las marcas se han desgastado, han caído en los manuales de marca, han perdido su misterio y lo peor es que no logran entender al consumidor, un consumidor más crítico, menos leal y más difícil de comprender.

De las trademarks a las lovebrands
¿Cómo destacar en el océano de la información?

¿Cómo conectar de forma significativa con los consumidores?

¿Cómo crear experiencias holísticas de marca?