LOVEMARKS V. 360 DEGREE BRANDING

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The Lovemarks v. The 360 Degree Branding Models

The Lovemarks v. The 360 Degree Branding Models

The Lovemarks Concept

The concept of lovemarks as a method of marketing was first described and explored by Kevin Roberts. The lovemark concept seeks to replace branding with “love”. In his book “Lovemarks: The future beyond brands”, Roberts expresses the ideal that “all you need is love” (2005). The creation of lovemarks, Roberts continues, demands the inclusion of three key components, which are mystery, sensuality and intimacy (Roberts, 2005). For instance, in 2014, Marks & Spencer created a short film in which fairies from the company brought joy to the people in form of Christmas gifts (Bujor & Georgescu, 2015).

The 360 Degree Branding Concept

This form of branding seeks to be central to the consumer’s life. A brand that employs the 360 degree method strives to provide all the needs of the consumer in one place. Social media companies have successfully mastered the art of 360 degree branding. Google has a foolproof representation of 360 degree branding. Google has a variety of features. There is Gmail for mail, Google+ for social networking, and many others, including Google Calendar and contacts. By being at the centre of the consumer’s life, the company can be sure that, at any one point of the consumer’s day, one variant of their product is in use (Blair, Armstrong & Murphy, 2003).

Comparison

One difference between the two is in how they get their loyalty. In employing the lovemarks concept, loyalty is inspired through warm memories. Emotion has always been a powerful driving force behind the actions of man. By bringing joy into people’s lives, companies are associated with good times, thus increasing their popularity and the loyalty of the customers’ loyalty. On the other hand, the 360 degree approach necessitates loyalty among its customers. This approach organizes the customer’s life so greatly, such that he or she cannot function without it (Sheehan, 2013). For instance, by synchronizing all the Google functions, a customer can easily get telephone contacts from their mail or Google+. This holistic approach is centered on convenience, such that any other approach is cumbersome to the customer; thus attaining their loyalty.

Another key difference between the two concepts is in their practicality. The lovemarks concept is rather idealistic in its approach. It believes that love can fix everything. And while this may apply in several fields, it is not exactly the most practical and foolproof method to be used in business and marketing. The 360 degree approach, on the other hand, is more practical. It ensures that the company’s products are self-marketing (Jackson, 2007). For instance, once a user has a Gmail account, they are automatically subscribed to Google+ and all other Google functions.

The 360 degree branding method is also much easier to implement than the lovemarks method. When customers subscribe to a company that employs 360 degree marketing, any new products are brought directly to them. With the lovemarks method, however, the customers need to find new additions on their own. This may, eventually, get tiresome for the customers, which will make the company lose customers, regardless of their love for it.

Conclusion

Inasmuch as both concepts are good methods of branding depending on the products, the 360 degree approach might be much safer for the company than the lovemarks method. First, there is no telling how the general public will react to a certain, say, advertisement. Take the aforementioned Marks & Spenser example for instance. A group that, perhaps radically opposes Christianity and all its beliefs and holidays, including Christmas, may not have taken well to the advertisement. The storytelling bit of the lovemarks branding technique is always a gamble.

Similarly, relying on emotion for marketing is also risky. Most of the time, the emotion brings to surface good memories associated with the use of the product. However, it is impossible to control the events surrounding the marketing. For instance, say a company uses a treasure hunt as their method of including the customer base. Unfortunately, on the day of the treasure hunt, there is an unexpected blizzard and there is a major accident in which many people are hurt. The company’s intentions were pure. However, the opposite effect will be achieved. The product will be associated with negative memories, and a large customer base will be lost for reasons beyond the company’s control.

The 360 degree method may lack the idealistic view that Roberts (2005) seems to have, that love is all we need. However, by essentially trapping the customer such that they are basically disoriented without the brands product(s), the company achieves what is probably the greatest driver of loyalty.

References

Blair, M., Armstrong, R., & Murphy, M. (2003). The 360 degree brand in Asia: creating more effective marketing communications. Wiley.

Bujor, B. R., & Georgescu, M. A. (2015). Attracting Consumers by Using Emotional Messages.

Jackson, R. (2007). 360 degree marketing. Journal of Marketing, 12-12.

Roberts, K. (2005). Lovemarks: The future beyond brands.
PowerHouse Books.

Sheehan, B. (2013). Loveworks: How the world’s top marketers make emotional connections to win in the marketplace. powerHouse Books.