What does the future hold?


Image credits
Having attended a premier dinner organised by Edinburgh Chamber of Commerce the other night I had the good fortune to chat with the keynote speaker Simon Francis (CEO of Saatchi and Saatchi) - his presentation was based round their idea of "Lovemarks" - I have long since used their analogy in describing the creation and requirement of social objects and their place in a social network.

My perception has always been that social networks exist because of social objects - that which is discussed - social objects that take a social network, blog, forum to a viral state of impassioned euphoria have been sprinkled in "Lovemark" dust.

A social object is better explained by my old school friend Hugh Macleod

The Saatchi definition of a "Lovemark" is a product, service or entity that inspires loyalty beyond reason - so yes it can be a brand, cup of coffee but equally a video of someone dancing or a great musical track.

Therefore if you as a marketing bod want to create a social network or a large following think carefully about what the lovemark or social object is that will make it a success. It is all to do with emotion - creating that link to your audience that will make them get very excited at the prospect of getting involved, joining the conversation or buying the product (beyond reason).

Saatchi

Lovemarks

Hugh Macleod

Popular Posts