Thursday, March 29, 2007

The Lovemarks Effect At Google

We launched the first Lovemarks book at The New Yorker so it felt totally right to launch the latest book The Lovemarks Effect at Google. My challenge to them was simple: be inspired by consumers, not just by technology. Google being Google have put my presentation online so the Lovemarks Effect is breaking out everywhere...



People often ask how brands that you don’t taste, touch, smell or hear can become Lovemarks given the importance of Sensuality. I guess if you actually had to eat the brand and it was a chair, that would be a problem but, as Apple famously demonstrated with their YUM! advertising campaign, even computers can have flavor. Most of our decisions are emotional and as human beings we all relish metaphor. That’s how an online company like Google can aspire to be a Lovemark. By metaphor and association. Great restaurants discovered by search, boxes of Spring bulbs and amazing chocolates delivered to the door, Google connects us with them all and our senses remember them for it.