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A Boy and His Voice

It's (Inter)national tell-a-friend-about-blogs week!

Tuesday, May 10, 2005

According to Seth Godin, it's supposed to be national tell-a-friend-about-blogs week.
I might be a little slow (he posted on May 05), and since I'm not staying where he's at.. I added the "Inter" in front. Anyways, who cares.. let's all just join in the fun. =) What I'm supposed to do, is to tell a friend (actually 10 friends) about blogs in general, about RSS, and about my favourite blogs.. so.. here goes:
Blogs are also known as weblogs yada yada yada (check it up on yourdictionary.com), I am STILL trying to fully comprehend RSS (any help is appreciated =)) and last, but not least, my favourite blogs.
If you guys reading haven't realised, I have a bunch of links on the right that I read. Just to clear the air a bit, I DO read my friend's blog even though it is not under the "Blogs I Read" category. It's just that, I don't know them personally.. However, I still have no idea who Mr. Vavoom is.. I happen to chance upon his blog, left a comment and as they say, the rest is history. I think he's a scientist, he's funny, smart and married (I think.. again). That much I think I know, and yes, his blog is one of my favourite blogs. =) In fact, the bunch of links on the right are ALL my favourite blogs.
So, go ahead, spread the word. Tell your friends, ask your friends to tell more friends. Isn't blogging all about sharing? =)
PS. Mr. Vavoom, an email perhaps? I can't seem to find yours on your profile.
PSS. To whoever is reading this, I'm gonna graduate soon and if you're got a job to offer (preferably something along the lines of copy writer or junior creative director, etc.), you know what to do eh? heh =) My email is on my profile.. methinks.

Lovemarks

Thursday, May 05, 2005

Lovemarks. A term first introduced to me by a friend, Myron. It is a term that is coined by Saatchi and Saatchi. What is it? In essential, Lovemarks is about emotional attachment.
Lovemarks is supposed to.. "transcend brands". According to Kevin Roberts (CEO of Saatchi and Saatchi Worldwide - and the person responsible for coming up with the idea of Lovemarks), "take a brand away and people will find a replacement, (but) take a Lovemark away and people will protest its absence." The website goes on to explain what are the components or "hallmarks" of a Lovemark, etc. Go read.
In his book titled: "The future beyond brands. Lovemarks", a neurologsit talks about how "emotions lead to action, while reason leads to conclusion". Interesting. In his book, Maurice Levy (Chairman, Publicis Groupe, Paris) observed that "there is always some product or service that people buy based on impulse or emotion". Lovemarks is about creating a product or brand that "has the power to create long-term emotional relationships with consumers", and; "consumers own Lovemarks, not companies".
Now, as much as I think that Mr. Roberts is quite spot on with the emotional attachment thingy.. I feel that Lovemarks is just a fancy term created by him to... tell the story in another manner. Okay okay. Let's put it in another way. Who hasn't heard that it is more expensive to pursue a new customer than to keep a current way? No? Who hasn't heard of the term: Relationship Marketing? No? That's what I thought. The only difference I can think of, is that Relationship Marketing is usually dealt with at the "lower" levels (e.g. how to keep the customer, how do you make him/her come back); whereas Lovemarks deals with this relationship on an "upper" level, where relationship starts at the brand itself, and its business.
There's something else that's bugging me. Something I feel that's fundamentally.. not right with the whole idea of a Lovemark. A Lovemark is supposed to be decided by the consumer and not the companies. So.. how do you "teach" a business how to be a Lovemark? One more thing. A Lovemark is basically how I feel about a product/brand/business and how I love it beyond reason right? We all know what when it comes to emotions, there is no logic behind it. One simple example: I used to have this soft toy that I must hug before I can sleep (yes.. I HAD a soft toy.. key word = USED TO.. okay.. you guys can stop sniggering now). It's smelly, it's old, and it's not very clean. My mum wants to buy me a new one and throw away the old one.. but I refused. There were memories of my soft toy and me (think calvin and hobbes) and no other soft toy can ever replace that. To me, that soft toy is my lovemark. To me, that's what constitutes a lovemark, the emotional attachment that defies all logic. The question to Mr. Roberts is, how do you re-create that memory or that experience?
A Lovemark (in my definition) is a combination of brand equity, brand value and the relationship (marketing/management) of a business, a brand and its customers. Of course it's good to have an emotional relationship with your consumers.. but if you let the ever unfaithful consumer decide who you are going to be, isn't that a little too dangerous?
What do you think? Lovemark. Just a fancy-pants term? Or is it just a combination of ideas being called something else? Or has Mr. Roberts struck gold? Your turn to do some thinking and ranting.

Totally Unrelated News

In Totally Unrelated News today:

Our ex-president, Dr. Wee Kim Wee has passed on. He is a good man, and the country will miss him.

In more unrelated news.. my favourite soccer club, Liverpool beat Chelsea 1-0 to advance into the Champions League Final! Woohoo! Remarkable if you ask me. Considering how they have been unlucky with injuries and how inconsistent they have been. Good job!

Finally, I apologise for not updating the blog for so long. I just realised.. it has almost been a month. I have to admit, my mid-terms finished at least about a week back.. but I wasn't in the best state of mind to do anything productive. I just wanna thank everyone who has shown an interest in my well-being. I'm fine now, don't worry. I always win the battle.. with myself. =)

That's all for Totally Unrelated News. Thank you all. =)

Hugs and Kisses

Jyh Yeong.