Creating brand loyalty “beyond reason”


Several years ago I had the pleasure of meeting Saatchi & Saatchi Worldwide CEO, Kevin Roberts at an art exhibit for a mutual friend.  While we only spoke for a few minutes, our encounter has always resonated with me.  We spoke briefly of his work with the world-renowned agency, and in response to my obvious awe he asked me “Where do you think we rank in terms of size in the world?” – I replied that I assumed that Saatchi & Saatchi were in the top – if not THE top – ranking for agencies.  He replied with amusement that at the time they were number 10 or maybe lower – but that he felt they had such a passionate, well represented brand that they were perceived as much larger.  Thus, the concept of Lovemarks.

What makes some brands inspirational, while others struggle?  Saatchi & Saatchi has been studying the making of a brand longer than I’ve been promoting them, but I’m pretty passionate about my end of the deal.  At it’s website, the Company quantifies what I’ve always known:  brands are more than shapes, more than colors, more than words – they transcend beyond and become visceral, yet intangible feelings.

Lovemarks…deliver beyond your expectations of great performance. Like great brands, they sit on top of high levels of respect – but there the similarities end.   Lovemarks reach your heart as well as your mind, creating an intimate, emotional connection that you just can’t live without. Ever.   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.  Put simply, Lovemarks inspire: “Loyalty beyond reason”  —

What are your personal Lovemarks?  Around the Morales household we are Tivo watchers, Coffee Bean & Tea Leaf connoisseurs, and Kitchen Aide mixer users.  Not DVRs, not just coffee, and certainly not any old mixer.

So what does all this have to do with promotional products…everything!  When we work together to find “just the right thing” for your next event, keep in mind what this product will convey about your brand.  It’s not just an award, it’s the embodiment of your recognition program; it’s not just a tshirt, it’s how your brand literally feels on the recipient.  When it takes you an hour to decide which writing instrument to put your logo on don’t feel guilty…these are big decisions to make.  You’re literally holding the heart of your brand in your hand.

… brand launch that really takes off

Some of my favorite projects revolve around brand launches and logo re-designs. They are both fresh starts, clean slates… opportunities to really craft a specific new message. There’s no baggage, no pre-conceived notions.  It’s like branding springtime!

… results-driven direct mail piece

In the age of email, twitter, facebook and skype, the direct mail piece [let alone the hand written note!] is a lost art form. While it used to be the norm, direct mail is now the exception to the rule. What does this mean for you? It’s an opportunity to go old-school; but feel absolutely fresh!

The Challenge:

Freescale Semiconductor had just spun off from parent company, Motorola. In the midst of the launch, the Company was also promoting their newly revamp event: Freescale Technology Forum. The company wanted to drive registration for it’s new event, while showcasing it’s new brand.

The Solution:

Freescale worked with Andi to develop a creative direct mail piece. Several thousand custom View Masters were mailed to potential registrants. The View Masters were held in a custom designed and printed box with full color graphics. To make the View Masters modern, the standard slide show was made into beautiful 3-D images enticing the recipient to register and be a part of the amazing event.

The Results:

Registrants and the client alike loved the View Masters, and the event had fantastic turnout. Freescale Technology Forum is now the Company’s main event, and has been expanded across the globe to EMEA and Asia locations.

… unique tradeshow gift

Cut through the tradeshow clutter

Don’t think of it as a “give away” – the item you present to a client walking up to your booth at a tradeshow is a memento, a reminder, a mental calling card for the interaction.  When your recipient picks up the item in the future – what feeling, thought, action do you want it to trigger?

We can work together to come up with a memorable, thought provoking, humorous… whatever make sense for your event… item.  This item won’t be giving anything away – it’s an investment in your brand.