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I love marketing

De
250 pages
I love Marketing and the love that the brands convey. This love is being eroded however from scandals to burn outs, leaving the way free for new brands and a need to change our behaviour to be more humanistic. This book is about being aware with humour, that your soul and your love have an impact on your brand and on your teams. Love yourself and love them, inspire yourself and inspire them, respect yourself and respect them, recharge your batteries, have fun and share it...
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Cyril Jamelot
I love Marketing and the love that the brands
convey. This love is being eroded however from scandals to
burn outs, leaving the way free for new brands and a need
to change our behaviour to be more humanistic. From the
communication era we have now arrived in the relationship
era and our behaviour becomes just as important as the most Ivaluable of strategies.
This book is about being aware with humour, that your soul
and your love have an impact on your brand and on your teams.
Love yourself and love them, inspire yourself and inspire them,
respect yourself and respect them, recharge your batteries, Marketinghave fun and share it.
Take, and you will disappear little by little; give and you will
grow.
The soul
Being a Marketer means putting your soul into your work. of tomorrow’s Marketing O ering it, not selling it. How deep is your soul?
is YOURS.
Cyril Jamelot is Managing Director of Sens21, a Marketing Consultancy
and International Qualitative Research agency. He is also a Professor
in Consumer Behaviour at ICHEC Business School and in Consumer
Research at Solvay Business School CEPAC, as well as a keynote
Speaker. Cyril’s career has seen him work on many iconic brands
across di erent countries, from Coca-Cola to Alpro, and also Yoplait.
In this at times humorous book he serves up nuggets of experience
and those of his mentors who accompany him on this journey, and his
love and energy shine out from every page.
9 782806 101778
www.editions-academia.be
ISBN : 978-2-8061-0177-8 24,95 € - £ 19,50
Cyril Jamelot
I Marketing
I Marketing♥I Marketing♥
The soul of tomorrow’s
Marketing is yours
Cyril JAMELOTI Marketing♥
The soul of tomorrow’s
Marketing is yours
Cyril JAMELOTMise en page : CW Design
D/2014/4910/34 ISBN : 978-2-8061-0177-8
© Academia-L’Harmattan s.a.
Grand’Place, 29
B-1348 Louvain-la-neuve
All rights reserved.
www.editions-academia.beI love Marketing
I love Marketing. It’s like love – when it comes from the soul, it is
fantastic.
I love Marketing, brands and the love they convey. Yet many brands
fall into a gradual, sometimes fatal decline, through lack of passion
from the management responsible for them. These same managers
are at risk of withering away under the drudgery of repetition – they
could so easily bear happier fruit were they simply to lift themselves
out of the rut they find themselves in. It is not always obvious to the
lay observer and last year bonuses do not reflect that brands are
dying, far from it. However, in the long term, this lack of invested
passion can lead to a brand losing its energy, its soul, and finally its
Consumers. If you have never been bored in a meeting, if when listening
to a colleague’s business plan for 2013 you have never dreamt of
escaping for a fifth coffee, if you have never had nightmares about the
ingredients in your products or the fine print of your contracts, if you
are the first consumer of your brand and taking great pleasure out if it
while sharing it, then this book is not for you, even though you may
find the odd anecdote to make you smile. Otherwise you will find
some solutions based on love, energy and fun.
Brands that have appeared in the “Top 100” and which have seen off
all others over the course of the past 20 years seem to have a
differentiating element that brings them closer to their end users. They have
a modus operandi in which the brand leaders and those around them
have a different way of behaving, a supplementary energy, a
connection and a more human relationship. It would appear logical that
5I love Marketingthese brands are often related to relationships, connections or
communication (Facebook, YouTube, Google, Amazon, Ebay ...). If we
look beyond the endurance and growth of these brands, authenticity
remains a common point, in addition to the close relationship they
have with their users, despite their physical or virtual distance from
them. In this authentic relationship, the collective behaviour of a
brand’s variety of managers has given them a soul.
The soul of the brand is its true positioning. A world away from one
that is written in a meeting over a plate of stale sandwiches, but one,
which Consumers see, feel and which makes them react. The soul of
the brand is not tangible; rather it is organic and human. We are in a
people business. Brands are made by humans for other humans. They
are as alive as you and I. The soul of the brand is created by the
behaviour of all stakeholders involved with it, whether directly or indirectly
– individual psychologies guiding actions which will shape the brand
with colours from each personality. It then becomes the sum of all the
people who bring it to life.
1Martin Lindstrom talks about this evolution in Brand Sense and goes
beyond the USP (unique selling proposition), to talk about the ESP
(emotional selling proposition) and even the OSP (organisational selling
proposition), “when the organisation behind the brand becomes the
brand”. This group of elements represents the soul of that brand. As
Y. de L’Ecossais rightly said, “in the absence of a soul, products have a
brand.” The brand is the soul of the product. This soul is offered by the
bringing together of behaviours that feed it, for if brands are the soul
of the product, then the soul of the brand is you.
My goal, throughout these pages, is not to introduce academic and
theoretical complexities, but rather to share with you the experience
of my journey and mentors with fun and lightness, inspiring you to
bring a soul to your own brands by giving them your love and the
energy that exists alongside. This undertaking will lead to them being
revived and making a profit, for as we shall see, you won’t increase
profits by simply taking advantage of your blessings but by giving,
and before we can give we need to love. This is the new Marketing.
Selfishly, I will recoup this energy by purchasing your brands once
more.
1. Martin Lindstrom, Brand Sense.
6 I ♥ MarketingTo do this, it is important to redefine Marketing, because it still
resembles the Marketing of yesterday, whereas the Consumer has
changed. We changed him, but forgot to keep up. Some techniques
like to spice things up, yet seem to lack substance. Whether your
advertising appears on Facebook or more traditionally in prime time
slots on TV, nothing will change the quality of your product or the
relevance of your message – it is still just simply another channel
through which to reach generation X, Y, Z or 1Z (we’ll soon be using a
number plate system when we run out of letters). This Marketing of
yesterday applied to today’s campaigns gives rise to suspicion amongst
your Consumer base, which slowly gnaws away at your brand. Look at
the figures in your database and they will speak volumes: How many
people truly see your brand? How many remember you? How many
really hear you? How many understand you? How many purchase
your product? How many repurchase? How many talk about your
brand? Conversion rates are becoming weaker and weaker.
The world has changed and adapting our way of working requires
more than attending the odd conference on social media or ways of
speaking to the youth market... We need to review the basic rules of
the profession, with a different approach: more human. The
Marketing of tomorrow is human.
To understand the changes necessary, we must look back over the
chronology of Marketing:
The interesting creations of previous centuries drove demand and
therefore the need for quantity. Slip back to the era of mass
production, and we were producing and reproducing with Marketing
objectives of growth, linked to a clear problem of demand response.
The next logical step was the era of consumption, where availability
led to growing demand. Marketing watched this consumption with
glee, which inflated both ego and budget. Profits were high. However,
increased competition and some early declines in consumption led
Marketing to use budget reserves in order to strengthen and target
demand. We then moved into the era of communication. Marketing
told wonderful stories, louder and more often. Then, finally, the
budget reserves having run dry, Marketing became quieter, speeded up,
and had to share allocated time and space with more and more
competitors. By offering stories that were less and less wonderful, even
misleading in some cases, Marketing lost its credibility.
7I love MarketingWe opened the doors and they
entered. This is the era of the
relationship. Yet we let them in
without welcoming them.So, having spent great amounts of money on promotions and
advertising campaigns, but which only made sporadic leaps forward, some
managers sold and then lost their souls instead of offering them. Fear
and ambition replaced love and energy; in much the same way
horsemeat replaced beef in a lasagne.
Consumers, having seen Marketing as a misleading and remote entity,
decided either to abandon the brands for cheaper alternatives, or to
put their trust in the more human brands, or yet still to return to the
more authentic solutions that build relationships with them. They
shared their mistrust as they would their loyalty, sharing with other
consumers in a human dialogue, be it digital or analogue. They know
you and understand you. We opened the doors and they entered. This
is the era of the relationship. Yet we let them in without welcoming
them.
In this new era of the relationship, the way in which Marketing works
is sometimes a hundred years behind, and is too often rooted in the
mechanisms of previous eras, not having adapted its rules, being the
victim of a success that budgets could maintain ... to a certain extent.
We will see how behaviour is becoming as important as knowledge,
budget or strategy. The new direction of human Marketing is a
complementary balance between all three. This behaviour will help to
frame Marketing in a clear and profitable strategy by pulling it away
from the grip of questionable common sense; it allows you to give
love and energy from within and from around you, to share these
eagerly with the Consumer, and finally to increase profits by
developing a sustainable brand, project, concept or innovation. It allows you
to offer your soul and not to sell it. It is about putting a soul back into
what we do. It is about a genuine awareness and an adaptation of
work rules based on new beliefs, if you want your Consumers to
believe in you once more.
In this Relationship Age, if you offer your love and your energy, brands
will once again find their soul, and you in turn will enhance your own.
Here are the 14 bases that I feel are essential for the human Marketing
of tomorrow ... to read in any order.
9I love Marketing1 Offer your soul… don’t sell it 12
2 Oh yes, that’s also Marketing 28
3 I’m sorry but it’s not an objective 40
4 Love your Consumers before they hate you 58
5 It’s time to take your time 82
6 Quality costs… but pays 100
7 No bullshit 118
8 I inspire or I expire 136
9 Dream, but stay awake 154
10 Don’t just dip your toe – immerse yourself! 168
11 K.I.S.S 184
12 Scratch like a chicken or fly like an eagle 194
13 F.U.N.: Fantastic Universe of
Neurostimulants 206
14 Recruit intelligently stupid Marketers 222Offer your soul… 1
don’t sell it
“Every portrait that is painted with feeling is
a portrait of the artist, not of the sitter.”
Oscar Wilde – The Picture of Dorian Gray
In this chapter you will see that:
 Bran ds require a soul and in particular, yours.
  Consumers want you to be genuine and not to be
sellers of fake authenticity.
 Y our behaviour is stronger than the positioning.
In this chapter, you will want to develop your behaviour
through working on yourself to bring about and benefit
from:
 An a wareness of yourself, your brand and your
Consumer.
 Bein g Conscientious
 Gratitude an d respect.
 L ove.
 E nergy.
CHAPterI mentioned at the beginning of this book that Marketing is like love,
when it comes from the soul, it’s fantastic. I have chosen therefore to
nourish a
nd begin the pages that follow with the vision of a woman who not
only shares my life, but who, in particular, has renewed my soul.
When I ask Sofie Vandenberghe, Managing Director of Sens21: “What
is the soul?” her answer is direct: “The soul is that which is true.”
Before long, she leans towards a more comprehensive synonym:
authenticity.
Brands have understood the need for this state of mind as many of
them try to turn to authenticity. A return to the roots of the brand,
which is bound to sell. More and more brand positioning uses this
concept in order to gain sympathetic capital, to rekindle their soul
and therefore to sell more. The majority do not.
We test many concepts or scripts, which boast about the authenticity
of the product, but which are rarely credible. The reactions we get
from Consumers are more often mocking laughter than positive
emotions. This is one of the consequences of a lack of authenticity in the
reality of the brand.
Marketing has generally forgotten one important detail: the link
between the individual that shapes the brand and the brand itself. To
have an authentic brand, you need to be authentic yourself.
13Offer your soul… don’t sell itIn these phony sounding concepts, if the products or the related
positioning of their brands ever see the light of day, they find themselves,
despite an exemplary performance, such imitations of authenticity
and become pale copies, lookalikes, and desperate promotions are
used to shift the products off the shelves. Selling authentic products
on promotion without being authentic yourself no longer works. You
are selling your soul instead of offering it.
Your brands don’t ask you to sell your soul. They ask you to share it.
Share your soul with your brands and they will also help you to find
yours.
The following questions will enable you to measure the health of
your soul and the energy with which you share it with your brand or
any other type of project you wish to undertake. Select the
statements that best match your current situation and confirm how you
are feeling:
I wake up every morning with a smile on my face.
My teams are motivated and happy.
I see myself in my brand.
I am true to myself, and the brand benefits from it.
I go home with a smile on my face.
My brand is rarely on promotion.
My agencies and other departments value me.
People talk about my brand.
My brand means something to both Consumers and myself.
My brand is true to its roots.
My legal department sleeps soundly at night.
I am the first consumer of my brand.
My packaging is a star, not covered in stars******************.
Currently, how many brands have a soul? When you see the financial
efforts and promotional activities that go into giving away brands as
though they weren’t good enough to be sold individually ... “Buy 4,
Get 1 Free, Buy 4, Get 2 Free, ... Open an account with us and be in
with a chance to win a scooter...”, and when Consumers’ trust is
broken by the increased frequency of scandals, it becomes clear that
many brands need to rediscover a soul in order to regain
performance. The same goes for their point of sale. When we talk to
consumers or when we ask the experts, all agree that life and love have
14 I ♥ Marketinglong since left most stores, agencies or any other place where we
come into contact with the brand or service. When a brand makes us
dream, it becomes more than iconic, as it is often the only one.
Everyone talks about Apple, and rightly so, but it can get a bit excessive. We
all talk about it since there are very few brands that you can actually
talk about, at least amongst the most well-known.
This loss of soul is reflected in the evolution of discounted pricing
within the FMCG market. Initially, brands began to reduce their
quality in order to increase their margins. However, in reducing their
prices, they simply stagnated and it gnawed away at their share of the
dream. Into this arena came the private label and hard discounts. A
great response to the lack of quality by attacking on price. Very little
marketing mix effort required, but minimum quality for an
“affordable” price. If my product has no soul, why pay more? Aldi and Lidl
gave people a reason to buy from yet a lower level. Why pay more? As
Tesco said. The strategic response of the large-scale retailers did not
take long. They launched discounted brands that were cheaper than
their own brands. The marketing mix becomes fully basic. Products
are sold at rock-bottom prices in white packaging. I am concerned
about the next steps, which could be a three-course meal in a single
pill available at point of sale, no packaging required.
In this levelling downwards, even the shelves have lost their soul.
Marketers then became project managers tasked with keeping their
brand alive as opposed to making them live; as opposed to making us
live and believe.
We are all children at heart. We want to hear beautiful stories. We still
want to dream, but the key to telling a great story is not just in the
text. You will almost certainly have come across the situation whereby
a joke told by one guy goes down like a lead balloon, but when the
same joke is told by someone else it makes us split our sides with
laughter. The first guy wanted to make people laugh and called upon
his ego to do so. The second guy simply wanted to share a great story
and called upon his soul to do so. You can change the positioning of
your brand every year, however if you are not true, the impact will
remain the same, as you are expressing yourself through your brand.
“… Authenticated by experts ... Enriched with natural vitamins…”…
Consumers no longer believe well-written copy. It’s not that they
15Offer your soul… don’t sell ithave suddenly become more critical, or intelligent for that matter, no;
it’s much simpler than that … it’s YOU who no longer believes it.
It is said that brands are human. It’s true. This is because they are
created by humans and for humans. What you do has meaning; however
the person you are has more meaning. The human element of what
you bring to the brand will have a much bigger impact on positioning
than anything that even the most talented copywriter could come up
with.
You will see in the following chapters that no matter which
techniques are used, behaviour is the key to achieving them. In
Relationship Marketing, your behaviour becomes the key to success. Accept it
and take pleasure in sharing that success. Ignore it and you can go
back to counting the coupon redemption rate for your latest
campaign.
Some areas show this human element more clearly than others. In
talking with Robert Jamelot, whose career in pharmaceutical
marketing has taken him to hospitals the length and breadth of Europe, he
speaks of a “company spirit”. When the Chief surgeon behaves in a
disagreeable manner, then the Surgeons are disagreeable, the
Doctors are disagreeable, the Sisters are disagreeable, the Nurses are
disagreeable, and patients spend hours ringing their emergency bell
trying to summon help to repair faulty stitches that were put in by an
angry Student Nurse. Their recovery time is much slower in such an
atmosphere. Our behaviour has repercussions. It’s the “company
spirit”.
This link between the brand and those who shape it goes deep. This
connection extends to all stakeholders of the brand and ultimately to
Consumers. Disconnect one of the levels of the pyramid and you lose
strength in your brand.
Between an international marketing director and local advertising
there are dozens of people, yet his style shows through. The reason is
simple. This is the same principle as with the hospital. If you are
unpleasant and fake, everyone involved with the brand will be
unpleasant and fake, the brand will be fake and you will have to
subsidise it in the same way you would a crop farmer during a year of
drought.
16 I ♥ MarketingMark
as
eters
17Offer your soul… don’t sell it
Do you want an authentic brand that mak es
people dream? Start by being authentic yourself and
by firing up the imaginations of everyone around you
and all those involved with the brand.
then became project managers task ed
with keeping their brand alive opposed to make
them live; as oppos ed to make us live and believe.I have seen so many Marketers make fun of their target group, treat
their agencies as modern-day slaves, talk to their teams as though
they were Michael Douglas in Wall Street, haughtily impose projects
on other departments, and yet hope that Consumers will flock to
their brand or service with love and respect. Marketing is simple: you
only get what you deserve. This behaviour is no longer valid. It never
really was.
“We are in crisis”. This is true, but who created the crisis? Reduced
quality means reduced margins, reduced margins means reduced
salaries, reduced quality means staff lose the pride they once had in
their brand, and reduced salaries means less motivation and family
problems, all of which translated in the brand execution. I have read
that brands reflect society. However, I believe that brands create
society. They participate in the expansion of society through their
performance but also through the emotions and loyalties they bring. They
are a reflection of society, but society is in part a reflection of their
actions.
A brand must “vibrate”. It must vibrate positive energy. It must
pulsate and touch people on an emotional level. Campaigns, be they
advertising, promotions or public relations, no longer have the
strength to mask the lies, the occupational burnouts, the layoffs and
the lack of creativity. The pill has become too large to swallow. The
vibrational energy of the media can no longer make the brand
resonate beyond its content.
Be true. Everything passes through you. Do you want an authentic
brand that makes people dream? Start by being authentic yourself
and by firing up the imaginations of everyone around you and all
those involved with the brand. Start dreaming.
Having a brand that has a soul starts with looking inwardly and
working on yourself, even before any structural or strategic Marketing has
taken place. You need vibrational energy to share.
18 I ♥ MarketingTHE SOLUTION
There are five key steps in the attitude to behaviour, which enables
you to find a true brand that resonates in people’s hearts. This
authenticity which is seen, can be felt, which adds life to your brand
and which, at the same time, can bring life to yourself:
Awareness
Consciousness
Gratitude and respect
Love
Energy
Awareness
Knowledge and awareness of Marketing techniques, of your brand, of
your consumers and of yourself.
Many Marketers have cutting edge knowledge of Marketing. Their
education or their experience gave them access to this knowledge. If
you have good models and follow the basic strategic rules, you will
almost certainly have the technical knowledge necessary so as not to
resort to improvising.
However, brand awareness is more difficult. How many of you were
there at the creation of the brand? How many know how it was born?
What was its story? A brand is a story – we all need a story. A story
changes the taste. Imagine admiring a painting yet knowing nothing
about the painter and the motivation behind it: often, it makes no
sense.
You want a brand to surpass itself? Go back to its base. Its roots and
its history are often more authentic and more beautiful than a slogan
no one believes in. Dig into its history.
Sofie mentions “appreciative inquiry”. It is true that similar to people,
a brand must capitalise on its strengths and not blow the budget
trying detract from its weaknesses and or scandals. Its strengths are the
reasons for its creation. Go back to where it all began.
Often in companies, amongst the R&D folk, there are the “mad
scientists” who were there at the very beginning or who at least have been
19Offer your soul… don’t sell itA brand is not just a Â
name, it is a story.
20 I ♥ Marketingthere for a very long time. Go see them, talk with them. This is the
story that people want to hear. You will be surprised that in many
cases, brands were often created with kindness and warmth, with a
desire to do good, to help fill a real need. Just look at the brands that
are still around today, and have been for centuries. Coca-Cola was
almost a medicine, Gillette was a long way off from having razors with
five, six, seven… blades yet Mr Gillette wanted one that would pose no
danger whatsoever to users and would be more efficient, Mr Philippe
Vandemoortele of Alpro wanted to fight against hunger in the world
with his soya milk and vegetable proteins… Some brands have
forgotten their history and sell promises, assurances and benefits, guided by
asterisks (*made from reconstituted powdered … *with a 12 year
subscription). A photo of the fruit bursting with juice or a happy
customer does not work when the brand distances itself from its history.
A brand is not just a name, it is a story. Seth Godin says that “All
Marketers are liars, which is a good thing because people want to hear
great stories.” This is true and I appreciate the challenge, but today
people want more than stories alone, they want real stories. We must
no longer be liars or storytellers, we must be narrators of the truth.
Consciousness
In today’s Marketing, I feel the knowledge but no conscience, the
awareness. The authenticity comes when Marketing is performed
with a conscience. To sell with your soul, you need to be conscientious
in your work and your creations.
Knowledge is knowing that you should say thank you and saying it.
Consciousness is thinking about the thank you and saying it with
gratitude and meaning.
That’s what “being conscientious” is all about. It’s about thinking and
feeling things before you do them, and especially – ESPECIALLY – it’s
about believing in what you are doing. Ask yourself these questions
from time to time: “Do I really believe that? Do I believe the story I’m
telling?”
There is strength in words. If Marketing is everything, as you will see
in the next chapter, some elements of Marketing can have a relatively
21Offer your soul… don’t sell itstrong impact. A badly worded sentence or a hurried and inaccurate
piece of publicity can have a major impact. There is power in the
words you use and in the stories you tell. Say less but with more truth,
without being too hasty. That’s being conscientious.
We will see this in the chapter on time. Taking your time is one of the
key stages in doing things conscientiously. It allows you to focus more
on what you are actually doing.
Don’t just do something because you have to. Do it because you want
to, and do it well. Being conscientious sometimes means battling
against unnecessary tasks that you know will reap little benefit – “We
need to put a presentation together, we need to do an ad, we need
new packaging…” The result is a plethora of slides and some pretty
uninteresting Marketing. You will drag your audience down the very
abyss of boredom, like a Kraken of Marketing. I fail to see how a
Marketer, who cries into his keyboard with stress, can ever deliver an
inspiring plan.
To be a conscientious Marketer, you must first to be conscientious in
your personal life. Because you bring it with you into work. What
differentiates a good narrator from a bad one is the soul that he puts into
his speech; this soul comes from the parts of himself that he shares.
He is painting a guiding line with his footprint. If he has nothing to
share, his footprint is empty. A brand is a guiding line that you will
follow with your footprint. Be aware of that.
Gratitude and respect
I’d like to borrow a phrase from Mark Raison, founder of Yellowideas:
“What luck we had to work on these brands”. In fact, gratitude is an
obligatory stage through which we must humbly pass, as it will enable
us to appreciate the extent of the brands on which we are working.
The historical roots, the human touch, the financial elements, and the
emotional connection. Brands created a name for themselves and a
set of values. They existed before us and will continue to do so after
us. Gratitude lets you to say thank you to the brand and its universe,
for what it brings to you.
Gratitude is a frame of mind that can stretch out to those around you
and those who surround the brand. Recognising the work of others
22 I ♥ Marketinggenerates motivation and enthusiasm. Other departments receive
salaries and you pay your agencies generously. So why thank them?
Because they are golden keys. They are the keys, which will enable
you to open doors that you cannot open on your own.
You cannot develop a product by yourself, or an advertising
campaign, even less manage the accounts for all the different facets of
your brand. You need other people. Gratitude begins before they
have even started their work. Gratitude is about respecting others
before you approach them. Respect is mutual. Respect others and
they will respect you back in return and in the end will produce quality
work.
The only step required though, before you can achieve this is to
respect yourself. What degree of gratitude do you have towards
yourself? Do you ever thank yourself? Do you even have any reasons to say
thank you in the first place? It is at this point that you will find your
soul. Do we actually want to say thank you when strategies are based
on lies hidden behind asterisks or on hastily devised promotions? Turn
gratitude back towards yourself. Do things that you can be proud of.
Not actions that flatter the ego and which lead to you appearing in
trade magazines with flushed cheeks and a shiny nose after too many
mojitos at a drinks party for the television network that run your
adverts.
Showing gratitude towards your brand is putting it to good use. Use
the brand to advance your teams, your agencies and your internal
departments. Give to your brand and it will grow. And so will you.
Love
“Without the soul, the body would have no sense,
and without the body, the soul would have no feelings.”
RivaRol
Lest we forget, everything revolves around love. Forget the rest. This
is the strongest of all the human dimensions. Love is a universal
power. J.K. Rowling says in Harry Potter, “Love is the only magic that
protects Harry”. It may seem quite innocent, but look closer, the
23Offer your soul… don’t sell ithuman spirit thrives on it, exists only for it. It is organic and emotional.
Love is a story, it is fun, it is protection, it is divisible and mutual. It
gives and receives, it creates and inspires.”
Some questions are fundamental when evaluating this love:
Do you love your brand?
Do you love your job?
Do you love your consumers?
Do you love your colleagues?
But most importantly, and this is the most important question of
them all, do you love yourself?
The love you have for yourself is the basis of everything because the
goal is to project love into your brand. To give some, you have to have
it in you. I’m not talking about being loved, even if it helps, I’m talking
about having love for yourself.
From the moment the Marketer loves himself, he no longer needs an
ego or the polluting influences that feed it. The self-centred seek out
power with short-term personal ambition. The person who has gone
beyond this stage gains professional maturity. Through wanting the
best for others and for his brand, his soul will grow.
It takes love to breathe life back into brands and Marketing. The era of
the relationship and that of creation which will follow are both eras in
which love leads to understanding others, and to working on goals
that are not personal but which are dedicated to others.
If love seems a bit obsolete in a world of earnings before interest and
tax, go in search of marketing mechanisms. What are the
cornerstones? Recruit new Consumers and ensure the frequency. Is
recruiting a rational way to talk about seduction? Being visible and impacting
with a message that attracts ... now that’s seduction. However, to
seduce without love is flirting, and flirting no longer works, or at the
very least it gives you one night at the most.
“Frequency” is related to the repurchase and to increased volume.
These parameters are linked to the quality and emotional connection
that you maintain between your brand and your Consumers. To
produce quality, you must love what you do. You must be passionate.
You must fight and not let go. A true brand is made by those who have
24 I ♥ Marketing