One of the 3 elements of a lovemark in theory is “mystery”. Dreams, symbols, metaphors, stories. Yep, I love stories etc. but let’s be serious about how it applies to the college marketing challenge. Think about love for a minute. Does love revolve around mystery, or does true love grow with knowledge and emerging reality? [...]
Filed under: admissions marketing | Tagged: admissions marketing, Blaise Pascal, branding, college admissions, lovemarks | 1 Comment »
Here’s my take on how to apply lovemarks theory to college admissions or advancement. The X and Y axes increase in value as you go up and to the right. If a college does promotions, creates buzz, projects hipness, starts fads, engages in window-dressing, etc., the students who respond will be showing love in the [...]
Filed under: admissions marketing, Uncategorized | Tagged: admissions marketing, advertising, branding, college marketing, lovemarks, Millennials, Saatchi & Saatchi | Leave a Comment »
Kevin Roberts of Saatchi & Saatchi has championed the idea of lovemarks as the ultimate level of brand loyalty. Think Apple or Harley-Davidson. His definition is “Loyalty beyond Reason.” With a brand, there is high respect. With a fad, there is high love but low respect. With a lovemark, there is high respect AND high [...]
Filed under: admissions marketing | Tagged: advertising, brand loyalty, branding, college marketing, lovemarks | 2 Comments »
