We’re here in the middle of football season and we have the opportunity to observe the fans of a favorite team every week. It doesn’t really matter which team takes the field, you can count on one thing – there will be thousands of people waiting to lose their mind, abandon their restraint, and shout at the top of their lungs as soon as their team takes the field. Even the fans who are not in the stadium will cheer, celebrate, shout, and interact with their televisions in ways you never see during regular programing. They will display a level of passion for their team in the course of those four quarters that any brand would be lucky to have.
Part of it, is that a degree of fanaticism is expected when you arrive in the stadium to support your favorite team. But more than that, your favorite team has created an incredibly appealing brand that ranks in the category of a “Lovemark.” These teams inspire fanatical love, and create shared experiences, shared dreams, and a shared sensory experience.
Imagine if Your Brand Was a Lovemark
Imagine the power your brand could raise it to the level of a Lovemark. A few brands have successfully transcended to become a Lovemark. Apple certainly springs to mind, Starbucks is another, and Google also leaps willingly to mind. But there are many, many others and you can see the top two-hundred lovemarks here.
Position Your Brand to Become a Lovemark
So how do you position your brand so that it can become a lovemark? It starts by having a brand that consistently stands for something ideologically. But that’s not enough, your brand has to inspire ideas and capture imagination with a degree of mystery, it has to create shared experiences, and it has to allow and encourage level of intimacy that most brands are uncomfortable with. If you’re serious about creating a lovemark for your brand, I’d suggest you head over to the Lovemark’s website and take their Lovemark Profiler. It will help you to think outside the traditional marketing box about how you are creating your brand.
This is an ideal time to begin positioning your brand as a lovemark. As the economy starts to turn around, lovemark brands will be in the best position to run onto the field with thousands of screaming fans ready to cheer, support, and most importantly buy their products.