Lovemap Manual 2012

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the lovemapguide and workshop


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Introduction

Focus

This Lovemap Workshop introduces clients to Lovemarks

and the relationship between Love and Respect. Using

Saatchi & Saatchis proprietary sotware, you can take

clients through an interactive, structured conversation

and process. It is also a great way to position brands or

pitches. Clients can explore their brand and other brands,

services or experiences, and compare them on the Love/

Respect Axis.

They can then use the Insight Generator tool to examineand discuss weaknesses and strengths in relation to

Respect and Love qualities. From these discussions you can

work together to develop ideas or creating Lovemarks.

The Lovemap can be used in a number o dierent

scenarios:

1. As a quick tool to place a single item on the Love/Respect

Axis. This could be done as a ve to ten minute exercise

with ve or more people in an oce, a shopping mall or ina consumers home.

2. As a competitive analysis so that a clients brand ora unction o the clients business can be compared to a

competitor on the Love/Respect Axis. This exercise can

easily be undertaken in your own oces or at your clients

oce and can be customised to look at issues ranging rom

brand dierentiation to perceptions o service quality.

3. As a comparative tool so that any brand or business can

be analysed by its touchpoints or component parts. This

exercise is ideal or looking at the eects o brands ondierent groups or examining the perceptions o dierent

contributions to a business.

NOTE: While the Lovemap is an intuitive tool that reects

the consensus views o the group using it, research on

Lovemarks by QiQ International confrmed that Lovemark

consumers are between our and seven times more likely

to purchase a Lovemark than a product, and between

1.6 and 2.3 times more likely to purchase a Lovemark

than a brand. (For more details see The Lovemarks Eect:

Winning in the Consumer Revolution pages 200 to 211.)


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What the Lovemap allows you to do

1. Position your brand or any single item on the Love/

Respect Axis

Quickly position a brand, experience or service on the Love/

Respect Axis.

2. Illustrate competitive relationships between two

subjects on the Love/Respect Axis

ExamplEs:

lThe positioning o the clients brand on the Love/Respect

Axis compared to competitor brands.lThe positioning o one business unit on the Love/Respect

Axis compared to another.

lThe positioning o two dierent industries on the Love/

Respect Axis.

3. Make comparative assessments o multiple subjects

ExamplEs:

lThe positioning o the clients brand on the Love/RespectAxis according to dierent market segments such as age

or ethnicity.

lThe positioning o the clients brand on the Love/Respect

Axis according to dierent stakeholders.lThe Lovemap can also ocus beyond brands and help

position services, experiences and company unctions on

the Love/Respect Axis.

lThe Insight Generator takes this process urther by

allowing more detailed discussion on specic qualities o

Love or Respect.

TmngThe Lovemap Workshop takes around 40 minutes. It can be

extended by using the Insight Generator tool to examine

Lovemark qualities like icons, stories, touch, and commitment

more closely and to gather insights rom participants.

The Lovemap can also be used as a quick test o the

Lovemark status o single subjects. In this orm the

exercise would take between 10 and 15 minutes.

NOTE: Dont orget this exercise can also be done at

touchpoints like shopping malls, theatres or sports events,

to collect scores to present results to your client later.


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Stafng

The Lovemap Workshop requires two people to run it:

lA acilitator who runs the Workshop.

lAn operator who manages the equipment, sotware,

visuals and data entry aspects o the Workshop.

parTcpanTs

The Workshop is ideal or groups between 10 and 30 in size.

For groups larger than 30 you should either poll results

ahead o the Workshop session or split into teams.

You will need:

lThe Lovemap sotware.

lA laptop or other computer.

lA data projector with screen or large data screen

(i.e. television).

NOTE: smaller groups can use the laptop screen.

lCables.lA printout o the Lovemap orm or each participant

(plus spares).

lPaper and pencils or all participants.

lI there is a whiteboard available, it can be useul.


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Setup

Day BEForE Workshop

pc

1. Install the Lovemap sotware by running the

lovemap_setup.exe le. This will install the program

into your Start menu.

2. Register by entering your email when the program

automatically takes you to www.saatchilovemap.com.

3. To open theLovemap sotware, go to Start > Programs >

Lovemap > Lovemap.

mac

1. Copy the Lovemap older into your Applications older

and open the Lovemap older. Double click the heart shaped

icon to open the Lovemap program.

NOTE: Dont orget to drag the heart shaped icon to your

tools bar so you always have the Lovemap ready and

waiting.

2. Register by entering your email when the program

automatically takes you to www.saatchilovemap.com.

3. To open, click the Lovemap icon.


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BoTh pc anD mac

4. In the opening screen choose Create a New Lovemap.You will automatically be taken to the Data Entry tab to

enter the presets or the Workshop.

5. Customise the name o the Workshop in the Name eld.

This will usually include the clients name and will appear

on the rst slide o the Intro slides.

Customise the items to be tested or your Workshop

by clicking in the boxes titled Sta, Regulators,

Customers, Market.

To add a category, click on Add Category. This will insert

a new column eld.

To delete a category, click the x above the column.


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6. Choose either Competitive or the Comparison deault

or the mode. This will act as the mode or your Workshop.Tick the mode you would like to use.

NOTE: Competitive mode will not give you an overall

position on the Love/Respect Axis.

a) To Workshop a Competitive Analysis, enter two subjects

or a competitive assessment.

Some examples o Competitive mode:

lYour brand compared with your main competitorsbrand.

lYour service unction compared to your Sales

unction.

lYour brand compared to the industry.

b) To Workshop a ComparativeAnalysis, enter subjects or

a comparative analysis between more than two subjects.

Some examples o comparative mode:

lYour sales, service, communications, research and

marketing unctions.

lShareholders, stakeholders, clients, consumers

and sta.

lAll the brands in a category.

lAll the brands in an industry.


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7. Print a orm or each participant (plus spares).

8. Save your fle by clicking on the top let icon. Use the

printorms button on the data entry tab. For PC the

Lovemap creates .Love le extensions.

9. Review the key aspects o Respect and Love and make

sure you are amiliar with how they work together to create

Lovemarks. You will nd a summary, Love and Respect: An

Introduction, at the back o this guide.

10. Customise your introductory presentation and

questions drawing on the material at the back o this guide.

11. Click the Introduction tab and review the preset

slides by clicking the arrow at the bottom right. To progress

through the slides use the let and right arrow keys. The

preset slides are as ollows.

Slide 1: Title slide to introduce Workshop.


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Slide 2: Love/Respect Axis. Slide 3: The Respect qualities.


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Slide 4: The Love qualities. Slide 5: To display when orms are being completed.


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0

Day oF Workshop

1. Set up data projector and laptop at the venue.Select the Introduction tab to welcome participants.

2. Set out pencils and have orms ready or distribution.

Setup

The Workshop has fve main components:

1. Facilitators introduction to Respect and Love.

A quick introduction to Lovemarks and how Love and

Respect work together.

2. Filling out the orm. Participants score Love and

Respect or the chosen brands, services or experiences

that are being workshopped, guided by the acilitator.

3. Break. A break or continued discussion while the data

is being entered and collated.

4. Report back on results. A report on the results and

evaluation o the location o the subjects on the Love/

Respect Axis by the acilitator.

5. Generating insights. The creation o insights and

discussion based on a closer examination o Love or

Respect based on the results.

Workshop Outline


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. FaclTaTors nTroDucTon To rEspEcT anD lovE

Briefy describe how the Love/Respect Axis works asdetailed at the end o this guide. (See also pages 49 to

64 inLovemarks: The Future Beyond Brands.)

Key points:

lThe Love/Respect Axis was developed to show how

the combination o High Respect and High Love creates

Lovemarks.

lThe Axis has our quadrants.

Lower let (Low Respect, Low Love)commodities.

No brand heat. No dierentiation.

Lower Right (Low Respect, High Love)Fads. Passionately

loved today, orgotten tomorrow.

Upper let (High Respect, Low Love)Most brands.

Struggling or dierentiation beyond competitive pricing

and benets.

Upper right (High Respect, High Love)Lovemarks.

Workshop Outline


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nTroDucTon To rEspEcT

Run through the 13 Respect qualities using the Workshopsubject as an example. (See also pages 59 to 64 in

Lovemarks: The Future Beyond Brands.)

NOTE: You must have high Respect beore you can become

a Lovemark. It is important that participants realise that

all brands have to score between 5 and 10 or Respect.

Any score lower than that is to relegate the subject to ad

or commodity.


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nTroDucTon To lovE

Run through the 13 Love qualities using the Workshopsubject as an example. (See also pages 49 to 58 in

Lovemarks: The Future Beyond Brands.)

Key points:

lAlthough not all brands have taste or smell associated

with them, there is usually at least one and more oten two

Sensuality qualities that have relevance to most brands.

l

The combination o Mystery, Sensuality and Intimacycreates Love.


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. Fllng ouT ThE Form

Each participant is given a orm and asked to score eachsubject on Respect and Love.

Make sure the Please ll out your orms slide is showing

on the screen.

NOTE: While scoring Love and Respect some participants

might need help to rame their decisions. You will fnd

resources, including prompt questions, at the back o this

guide.

The orms are collected.


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. BrEak

The data rom the orms is entered into the program.

lYou will need another person (one o the participants is

ne) to help with the data entry process. This person will

read the scores given by the participants to the person

doing the data entry. The data entry may take up to ten

minutes to complete.

lDuring this break we suggest the group discuss their

responses to the scoring process and share their perceptions

o what will be revealed on the Love/Respect Axis. Make sure

that someone is taking notes o any insights.

lGo to the Data Entry tab. You can increase the number

o rows to the number o completed orms by clicking

on the Add Response button. You can move rom eld to

eld by using the tab key (do not use the arrow key as

this will progress you through the slides). Save the le

ater entering.


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. rEporT Back on rEsulTs

Take participants through the results, initiatingconversation and comment around the implications

o each result.

lClick on the Respect tab to show the report spread.

To display all the Respect results click Display All.

To display individual results, click on the names at the

bottom o the chart. You can also display grouped results

by clicking High, Medium or Low.


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lClick on the Love tab to show the Love spread. lTo show results on the Love/Respect Axis click on

the Love/Respect Axis tab. To show individual categorypositioning on the Love/Respect Axis, click on the + button

beside each category.


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lOptional: You can show the spread o responses on the

Love/Respect Axis. Click on one o the coloured the buttonson the Love/Respect Axis to reveal the individual scores.

lThe numbers on the grey button reveals the Love score

ollowed by the Respect score. They are red and blue

respectively.

NOTE: I you are doing a quick positioning o a brand on

the Love/Respect Axis you can go direct to the Love/Respect

Axis tab positioning result.

To discuss a categorys positioning on the Love/Respect

Axis and how it can be improved, click on the Insights

button. Draw up a list o points or specifc action.

Key Points

Answer the question Why are we in this position, and what

can we do about it?


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. gEnEraTng nsghTs

Ater placing the subjects on the Love/Respect Axis, it isvery helpul to look more deeply into the Love qualities

and how they might be enhanced. I, on the other hand, the

subject is positioned in the Fad or Commodity quadrants,

Respect qualities need to be examined more deeply.

With the Insight Generator you can take participants

through each quality o Love or Respect and grade them by

consensusHot, Warm or Cold. By looking at the spread o

colours it is possible to pinpoint strengths and weaknessesand initiate discussion that will help move the subject into

the Lovemark quadrant. All insights are captured by the

acilitator and typed into the text eld by the operator.

To access the Insight Generator click the Insight button

beside the category you wish to review or discuss. The

deault takes you to the Love qualities. You can toggle to the

Respect qualities by clicking Qualities o Respect at the

bottom right. To return to the Love/Respect Axis click Back.


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0

analyss

lLook at each o the Love or Respect qualities and askthe group to discuss how they eel the subject scores:

Hot, Warm or Cold.

lCheck the appropriate box and move on to the next

quality and repeat.

lDiscuss the strengths and weaknesses as indicated by

the colours.

l

Discuss how weak areas could be turned intoopportunities by developing ideas within these Lovemark

areas.

lEnsure the operator types the insights into the program

as they are developed.

rEsulTs: loW rEspEcT

In the case o the subject alling into the Low Respect

quadrants, discuss how to improve Respect using the Hot/

Warm/Cold chart eaturing the Respect qualities. See notes

at the back o this manual or descriptions o the Love/

Respect quadrants.

Key Point

Insights into improving aspects o Respect should be basedon the number o hot and cold responses to the Love or

Respect qualities.

rEsulTs: hgh rEspEcT

In the case o the subject alling into the High Respect

quadrants, discuss how to improve Love using the Hot/

Warm/Cold chart eaturing the Love qualities.

Key Point

Insights into improving aspects o Respect should be based

on the number o Hot and Cold responses to the Love or

Respect qualities.

rEsulTs: lovEmarkshgh lovE, hgh rEspEcT

I the brand was positioned in the Lovemarks quadrant,

there is no reason to sit back and relax. Use the Love

qualities to do a SWOT analysis on Mystery, Sensualityand Intimacy.


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Wrap up

lPrint out insights or participants and thank them or

their attendance.

lEnsure you have contact details or all participants.

lFollow up later to get eedback rom participants on

the value o the Workshop.


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Facilitators Resource Kit

Contents:

1. Summary o Lovemarks and how Love and Respectcombine to create them.

2. A brie outline o the uture potential o Lovemarks.

3. Questions that can be Customised to help stimulate

discussion.

4. Lovemap Case Study.


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. lovE anD rEspEcT: an nTroDucTon

LovemarksLovemarks are the brands, events and experiences that

people love. Not just like or admire, but love. Passionately.

Only Lovemarks explain why some brands, events,

experiences, enjoy emotional connections with the people

they touch.

Were at the end o a journey that has taken us rom

Products to Trademarks rom Trademarks to Brands and

will now propel us rom brands to Lovemarks.

The combination o three qualities separates Lovemarks

rom brands. Mystery, Sensuality and Intimacy.

lMystery

Draws together stories, metaphors, dreams and symbols.

Where past, present and uture become one.

Mystery adds to the complexity o relationships and

experiences because people are drawn to what they dontknow. Ater all, i we knew everything, there would be

nothing let to learn or to wonder at.

lSensuality

Keeps the ve senses on constant alert or new textures,intriguing scents and tastes, wonderul music. Sight,

hearing, smell, touch, taste.

Our senses work together to alert us, lit us, transport us.

When they are stimulated at the same time, the results are

unorgettable. It is through the ve senses we experience

the world and create our memories.

lIntimacy

Means empathy, commitment and passion. The close

connections that win intense loyalty. The small perect

gesture is oten remembered long ater unctions and

benets have aded away.

Without Intimacy people cannot eel they own a brand,

and without that conviction a brand can never become a

Lovemark.


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Lovemarks and Emotion

When it comes to making decisions, people think with theirhearts.

Brain scientist Donald Calne sums up: The essential

dierence between emotion and reason is that emotion

leads to action, while reason leads to conclusions. More

emotion, more action!

Lovemarks are the charismatic brands that people get

emotional about. And they can be anything. From motion

pictures to motorbikes, soap to shoes, cereal to cities.

Take away a brand and people will nd a replacement.

Take away a Lovemark and people protest. Lovemarks

arent just Irreplaceable, they are also Irresistible.

lFresh, pure milk is Irreplaceable. Transormed into ice-

cream? Irresistible.

lMobile phones are now Irreplaceable. But when they can

photograph a riend, Irresistible.

The Love/Respect Axis

lThe Love/Respect Axis shows where Lovemarks standin relation to brands, ads and commodities.

lThe Love/Respect Axis demonstrates that to be a

Lovemark you must rst have high respect. No Respect, no

Lovemark.

lThe objective o the Love/Respect Axis is to start

discussion on how you could get to the upper right

quadrant with more Respect and a lot more Mystery,

Sensuality and Intimacy.


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ExamplEs:

Low Respect, Low Love. The home o commodities.Poor perorming brands, services and experiences that ail

to dierentiate themselves rom their competition. They

are the unctional and the everyday with zero brand heat.

Low Respect, High Love. The Fad Zone. This is where you

can be a hero today and zero tomorrow. With quick uptake

and passionate ans, these overnight sensations die almost

as quickly as they arrive.

High Respect, Low Love. This is where most major brandsare stuck. They are oten great products and service but

xed on the -er words. Brighter, stronger, aster, cheaper.

In todays competitive world these are table-stakes.

Consumers want more.

High Respect, High Love. Emotional connections,

seductive attitude, irresistible appeal. The brands, services

and experiences that people love, creating lie-long

emotional relationships that oster Loyalty Beyond ReasonLovemarks.


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. ThE FuTurE oF lovEmarks

Lovemarks can be ound everywhere but to connect withconsumers three places matter most: on screen, online and

in store. While these three touchpoints dont replace things

like television, they are representative o the need to spread

all messages across a amily o screens.

Lovemarks on screen

For decades screens were on television sets or in movie

theatres. In the twenty-rst century the amily o screens

has many more members whether on mobile phones orcomputers, PDAs or digital billboards. But the prolieration

o screens is not an excuse to get more complicated. It is

the way to get closer to consumers by creating Lovemarks.

Lovemarks online

The online revolution has given consumers an

extraordinary new way to connect with the products they

care about. Online is critical in that it allows consumers

to own the brand through interactivity and direct

response. And online they have new opportunities to act as

Inspirational Consumers and passionate advocates or the

brands they love.

www.lovemarks.com was created to celebrate the

engagement the online medium oers consumers.Lovemarks in store

Mystery, Sensuality and Intimacy are transorming the

in store experience. Stores will host the next creative

revolution as they become Theatres o Dreams. Lovemarks

in store activate the drama o the brand where it matters

by looking through the eyes o shoppers. Remember that

the store is where over 80 percent o shopper decisions

are made and an amazing 50 percent o brand switcheshappen.


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. QuEsTons To usE as sTmulus For parTcpanTs

These two sets o questions have been developed to helpacilitators. The questions as presented below are generic

and need to be customised to the brand, service, experience

or any other subject that is the ocus o the Workshop.

Factors that need to be taken into consideration when

customising questions include:

lThe role o the participantsare they representing the

brand or playing the part o a brand user or stakeholder,

or instance.lThe specic strategies and goals o the client that need to

be addressed.

lThe positioning o the qualities being discussed. For

instance, are participants role playing or being themselves

as they consider groups such as stakeholders, management

or clients. Is the most useul question How do I think

management is a Lovemark? or Does the clients sta

think management is a Lovemark or As a shareholder doI think management is a Lovemark?

Sample questions to help stimulate responses to scoring

on the Respect Axis:lDoes the brand consistently outperorm competitors?

lDoes the brand always do the right thing?

lIs the brands heritage cared about?

lDoes the brand oer the best possible value?

lDoes the brand get consistent positive eedback?

lIs there a put-it-right plan when things go wrong?

lDoes the brand welcome challenges to business-as-

usual?

lDoes the brand attract recommendations?

lDoes the brand consistently deliver more than it

promises?

lIs the brand a leader in its eld?

lDoes the brand keep its promises, even i it might hurt

the bottom line?

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Lovemap Manual 2012

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