The Lovemark Theory: How to use it in UX Design
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The document discusses the Lovemark theory, which proposes that brands need to inspire loyalty beyond reason by tapping into emotions like mystery, sensuality, and intimacy. It provides examples of how companies have incorporated these elements, such as Game of Thrones revealing spoilers through a melting ice block livestream and a rapper releasing a new track that fans had to wait in a virtual line to listen to. The document advocates for surprising users through hidden tricks, engaging multiple senses with design, and using humor to transform mundane tasks into enjoyable experiences.
The Lovemark Theory: How to use it in UX Design
- 1. Claudio Ferrara The Lovemark theory
- 2. Claudio Ferrara - Digital Marketing Specialist - Master of Endless Blog Scrolling Hello world :)
- 7. Why we need people to love our stuff?
- 8. “Emotion lead to actions, while reason lead to conclusions.” Donald Caine, Neurologist
- 9. “In a single day a man can receive 3500 marketing message. He won’t recall 99% of them.” Test results - The Guardian.com
- 10. Are you familiar with this?
- 11. People get used fast of their stuff To escape from this “message blindness”, we need to reach people on a deeper level, migrating from brands to Lovemark.
- 12. “A Lovemark is something that inspires Loyalty beyond reason.” Kevin Roberts, CEO of Saatchi & Saatchi
- 13. “900$ for a phone?!” “If you don’t own it, you don’t get it.” “This is not a bag, it’s a Balenciaga!.” “When i’m on board, I feel nothing it’s impossibile.”
- 14. Test time: how much these bags costs?
- 15. Brand Lovemark ● Information ● Famous ● Global ● Promise Quality ● Values ● Has its own story ● Relationship ● Loved ● Personal ● Promise Feelings ● Spirit ● Has a bit of mistery
- 17. To inspire Love you need to tap into these emotions Mistery Sensuality Intimacy
- 18. Mistery ● Don’t spoil too much! ● Build a narrative ● Create hype ● Less isn’t more but it’s definitively cool
- 19. Game of Thrones made its fan watch a block of ice melting on a Facebook Live in order to provide them some spoilers.
- 20. Fans could speed up the melting typing “fire” in the comment. More than 1.3 million people watched the stream, revealing a new trailer.
- 21. Adopt new solutions to be seen as “groundbreaking”
- 22. Swedish rapper Adam Tensta released its new track in a different way: only 1 copy, only person at time, only on Facebook.
- 23. Joining the app, fans of Tensta could climb the line up, tweeting, sharing or listening the rapper’s previous songs.
- 24. Think hidden tricks to surprise your users
- 25. Wow! He reads my mind!
- 26. Look, Magic on Facebook!
- 27. Sensuality ● Engage multiple senses (Touch, Sight, Hearing) ● Create simple, intuitive choices ● Let the user choose their own path ● Smart is the new sexy
- 28. Do ya think i’m Sexy?
- 29. Animation help your design feel “alive”
- 30. Don’t text your lover too much
- 31. Let the love choose its way
- 32. Don’t be afraid to be funny
- 33. Intimacy ● Be there, Be Useful ● Feel personal, but not creepy ● Make the user feel good about what he’s doing ● Be funny
- 34. “Lacing humour and easter eggs into the workflow can transform an otherwise mundane task into an experience that people look forward to, and sometimes even miss." Aaron Walter, UX Director at Mailchimp
- 35. Come on, it’s just a form!
- 39. “We can't help but create relationships with things that we interact with over and over and over again." Kevin Hale, Founder of Wufoo
- 40. BRYAN SRL WWW.BRYAN.IT SEDE OPERATIVA VIA SANTA MARTA 18 (SIAM 1838) 20128 MILANO - P.IVA 03560330130 SEDE LEGALE VIA CARAVAGGIO, 2 2235 CANZO (CO) TELEFONO: +39 02 56 56 81 56 P.IVA 03494360138 E-MAIL: INFO@BRYAN.IT Let’s keep in touch! claudio.ferrara@bryan.it @BryanWebAgency