Immersiversity.com with Clay Cotton

When brands say "I love you"

"In Kevin Roberts' Lovemarks: The Future Beyond Brands(PowerHouse Books; 2005). Roberts explains the loyalty created by finding a brand's love story and transforming the logo into a Lovemark. Brilliant.

In marketing, every day is Valentine's Day. The ongoing romance of your customer is a never ending process. Our customers are constantly being courted by our competitors. Our job is to flirt, to woo and to seduce.

"Advertising is a seduction, not a debate.€"
–David Ogilvy

Many marketers are too much of a cad, making a sale and then treating our customer as though we're the only game in town. However, when the most expensive cost in marketing is making your first sale, this is a mistake. Business make bigger profits on their second, third and fourth sales.

If marketing is an invitation to a purchase, your brand is your ongoing relationship. Your brand is the magnetism, your attraction factor and is most magnetic when expressed as authentic love.

"Love is metaphysical gravity."
-R. Buckminster Fuller

Your brand is not your logo, not your color-pallette. Your brand is your relationship with customers and prospects, their desire to do business with you again.

Branding is about setting up your back end. You don’t want to just make a sale, you want to make several sales in a row to the same customer. You want to think two sales ahead. You want your customer to crave your next product.

Branding is an endless seduction. Need inspiration? Watch the movie 50 First Dates and see Adam Sandler seduce Drew Barrymore again, and again, and again. You are constantly seducing your customer and demonstrating why they love you and need more of you RIGHT NOW.

I hope that you don't mind that I'm flirting with you right now. Yup. I'm hoping you'll check out my new book Think Two Products Ahead: Secrets The Big Ad Agencies Don't Want You To Know & How To Use Them For Bigger Profits.

I used to be a geek in high school, so I want to be exceptionally clear… this is a date. Please ask your friends about me. They'll say I'm rough around the edges, have trouble holding down a job but that I'm one of the funniest people when I relax and kick back and wind down. If you ask an old girlfriend she'll say I snore.

Here's what Kevin Roberts said about me:

"Creating loyalty beyond reason and moving from irreplaceable to irresistible is job #1 for all marketers today. Mack's book will help you get there."
-Kevin Roberts, CEO, Saatchi & Saatchi Worldwide

Would I be shameless to hire cute animals in an attempt to woo your attention? May I anyways…

"Think Two Products Ahead is like talking with Mack because every chapter gives you newfound clarity and you see how easy and profitable branding really should be."
-David Doyle, Vice President, Program Development,
Discovery Channel's Animal Planet

Yes, I'm trying to pick you up. I won't be a cad. I'll hold your hand and tell you how much you mean to me again and again.

Thank you for your considerations.

With love,

Ben"

BTW, Ad giant BBDO subpoenaed Ben Mack in Jaunary, '06 demanding to know if he was giving away their trade secrets. Mack shows readers how they can brand themselves without the hundreds-of-thousands or millions of dollars brand development costs with the Big Advertising Agencies. You can brand yourself for $0. The less you spend on marketing the more you need branding.

THINK TWO PRODUCTS AHEAD is a common-sense approach to marketing that empowers readers to define and develop their own brands with the same techniques and tools of the big players- but without the big cost. Mack has smuggled out the constructs that work regardless of the size of your business, from SOHO to multi-national corporations. Click Here to Learn more…

advertising brand branding business Legend Branding love marketing