Lovemarks

A while ago we watched a PBS movie that talked about advertising. In the movie it talked about Lovemarks. I remember watching it and then telling myself to go and look it up on the internet. Well, even though it's a few weeks later I finally did and I found it really interesting. The point behind Lovemarks is to create a relationship between the audience and the product. I had never thought about this before. They say that brands and products alone don't appeal to people as well anymore. We know that all laundry detergents get clothes clean. All cars will get us from point A to point B. Why do we choose particular brands over others. 

I was reminded of Lovemarks while watching the movie Kramer vs. Kramer. Billy (the son) is shopping with his father Ted. Ted is just grabbing products off the shelves, not paying attention to the brand. Billy stops his father and tells hims which ones are the "right" ones to buy because his mother used to buy those brands. Billy didn't exactly know the brands but he knew it was the pink dish soap that was the right one and the orange box of laundry detergent. They were the right ones because his mommy used them. Those particular products were his connection to his mother, The whole concept of Lovemarks. The website quotes, "Take a brand away and people will find a replacement. Take a Lovemark away and people will protest its absence. Lovemarks are a relationship, not a mere transaction. You don’t just buy Lovemarks, you embrace them passionately. That’s why you never want to let go." I believe Billy's wouldn't let his father buy a different brand because it was a connection between him and his mother who had abandoned them.