From Brand to LoveMark in Jewelry

By consultantsreview Team Thursday, 19 November 2020

From Brand to LoveMark in Jewelry

Lovemark is a term coined by Kevin Roberts, former CEO of the advertising agency Saatchi & Saatchi and writer of the book "Lovemarks: The Future Beyond Brands" in 2004.
Kevin Roberts was CEO of the agency Saatchi & Saatchi between 1997 and 2016 making it one of the most prestigious advertising agencies in the world, in those years, he wrote several books on this phenomenon.

A sexist comment, where he noted that women lacked ambition for high leadership roles, was the reason he resigned from her post in 2016. Roberts currently serves as a consultant for his own company Red Rose Consulting and President of Beattie.

What is a Lovemark?

For Roberts, a Lovemark is a brand that, through a marketing strategy, has managed to position itself in the heart and mind of the consumer through effective ties and following a philosophy associated with the brand and its audience.

He created this term in his first Lovemark book in 2004, which was reissued in 2006 and this same year he published a new version called the Lovemark Effect.

For a brand to survive, it is necessary to create not only loyal consumers, but also fans of the brand. You have to make the brand desired regardless of the product it sells, but complying with its associated philosophy, values ​​and purposes, e.g., flower diamond ring from Segal Jewelry.

Increasing loyalty among your consumers through emotional ties that go beyond reason is the idea of ​​moving from a classic brand to a lovemark.

How to create a jewelry brand loved by the consumer.

Love brands generate a communication that manages to connect emotionally with its consumer beyond reasonable limits, the consumer becomes passionate about the brand, and would choose it again.

According to Kevin Roberts, to build a brand that stands out and creates a solid relationship, two things are necessary, respect and love, understanding these four scenarios of the types of brands that exist in the market:

  • Merchandise or Product (there is no respect or love).
  • Fashions (momentary love, without respect).
  • Traditional brands (They have respect, but not love).
  • Marks of Love: (Love and respect) and is achieved through the three criteria mystery, sensuality and intimacy.

Principles of a Lovemark.

To be a loved brand, three criteria must be followed in the planned advertising strategy, these are:

  • Mystery: Present great stories that show the past, present and future of the brand, generate expectation, surprise, you don't have to tell everything.
  • Sensuality: Seduce through the five senses sight, hearing, smell, taste and touch.
  • Intimacy: Commitment, empathy and passion, the brand must be able to connect intimately with the emotions of its audience.

What other aspects are essential to be a brand loved by the client?

Trust is one of the cornerstones of this type of brand, but you also have to add reputation and customer satisfaction.

To meet these objectives you have to fulfill the purposes of the brand, create an experience, know what your customer wants and surprise him with more.

The most important thing is that the customer falls in love with the brand more than the product, stimulating the aspirations of having something of the brand.

For love brands, control comes from the consumer, creating a bond that makes them feel special.

For Roberts "Reason leads to conclusions, emotion leads to action." In addition to this, it suggests that people have three questions about any communication that a brand presents to them: Do I want to see it again? Do I want to share it? And do I want to improve or modify it? Don't think about telling stories, practice sharing stories.

Acceleration of Social Trends

Throughout history, events have occurred that have marked society in a significant way, causing changes in certain behaviors that, as a general rule, end up generating specific social trends.

It should not be doubted that the moment we are going through will bring us new ways of acting and seeing life and, as has happened in the past, it will modify certain consumer behaviors, habits and form of purchase, and even the interaction between brand and customer.

Any jewelry brand must pay attention to these types of trends, since they must adapt to respond to the new consumer needs, and to those of a market that will be altered by various factors, whether linked to mood or characteristics. It is time for reflection, to anticipate what is to come and, above all, to build new paths in which to establish a strategy that adapts to different criteria.


Despite the fact that the sustainable concept has gained a lot of traction in the last two years, we all know that much remains to be done. But if we have noticed something during the period of confinement and the respective reduction in industrial activity, it is that the negative impact on the environment that human beings exert is indisputable. We have seen examples that have flooded social networks virally, showing us the drastic reduction in pollution caused by industry, or cities taken over by animals taking advantage of the fact that the streets are empty.

Local commerce

We are seeing how limited mobility is strengthening home services. This is an indicator of online commerce taking hold against those conventional businesses. However, the consumer will continue to place a lot of value on the shopping experience, even if it is online. To compete in the market, jewelry brands must make a difference by developing additional digital services that accompany the purchase process, such as virtual advice, or applications to guide the purchase of the product made to order in a pleasant way, where the client has a high degree of participation.

Digital world

What would be of us without our digital world! Social networks, web pages, online services, etc. The acceleration of social trends will continue to place trust in the services offered through the internet, whether it is to watch a movie or to buy a jewel.

The digitization of the services of any company will be essential to continue serving its customers. Now more than ever, social networks are an essential tool to establish a communication and dialogue bridge between brand and customer.


Working on the emotional part of a brand has never been more important than now, where individual and collective emotions are on the surface. For this reason, brands must empathize with the consumer correctly and not too invasively. We must understand that we are all in the same boat.

Value proposal

We know that the economy will be another of the pillars of society that will be severely affected, a fact that may make a new price policy rethink, adapting the product to the new economic possibilities of the consumer.

But the most important thing about this new scenario is that the consumer will act more selectively when it comes to spending the money. For this reason, jewelry brands must add extra value or greater meaning to the acquisition of their products, since the customer will need to perceive that the expense was worth it.

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