Brand Love and Our Lovemarker® QualiQuant® Tool
How do you measure a persons’ loyalty to a brand? How do you find out what drives consumers to buy the biggest brands? How do you build a relationship with consumers?
How about through LOVE?
Kevin Roberts of Saatchi & Saatchi pioneered the idea of Lovemarks; what differentiates products and brands is the love and respect towards them that is experienced by consumers. QRi (formerly QiQ and CRAM International) has developed the Lovemarker® Tool to sensitively measure a Brands’ Lovemark status based upon levels love & respect.
“Counting the beats of your heart, not the fingers on your hands”
– Kevin Roberts
This insight into consumer behaviour allows us to go beyond understanding the rational benefits usually uncovered by traditional research (trust, reputation, and performance), and delves further into unconscious and emotional connections to brands through measuring mystery, sensuality, intimacy.
If a brand scores highly on mystery, it has great stories behind the product that draw in consumers and taps into their dreams, they use myths and icons and should inspire consumers. Sensuality involves the sounds, sights, smells, touch, and tastes that are elicited by a brand. And to truly be a Lovemark, a brand has to have intimacy – commitment, empathy, and passion.
Our Lovemarker® approach delivers insight into both rational and emotional motivations, understanding the brand relationship inside the consumer mind.
Our strategic recommendations help strengthen consumer relationships with your brand, creating loyalty beyond reason!
The Beatles had it right…. All you need is Love!
The QRi Team x