Skip to content

Client Days

Notes on Customer Success and Client Service

Menu
  • About Client Days
Menu
Customer Success and Lovemarks: Inspiring Loyalty Beyond Reason

Customer Success and Lovemarks: Inspiring Loyalty Beyond Reason 

Posted on April 20, 2025April 26, 2025 by Client Days

In “Lovemarks: The Future Beyond Brands” Kevin Roberts describes how brands can evolve to a next level of connection with customers. 

These next level brands become “Lovemarks” and use traits of love and respect to emotionally connect with consumers. 

Examples include Guinness beer, the iPod or Doc Martens where consumers feel a personal relationship with the brand. 

This post will explain the concept of Lovemarks, why they are important and how CSMs can use the idea of Lovemarks in our work. 

The Concept of Lovemarks 

According to leading advertising practitioners such as Maurice Lévy, former head of global advertising firm Publicis, consumer decision-making is driven by emotion:

“The best majority of the population, however, consumes and shops with their mind and their heart, or if you prefer their emotions. They look for a rational reason: what the product does and why it is a superior choice. And they take an emotional decision: I like it, I prefer it, I feel good about it. 

The way this works is very subtle. Most of the time, before seeing something in detail, you have a sense of what it is. Before understanding, you feel. And making people feel good about a brand, getting a positive emotion, is key. This is what makes the difference.” 

In summary, consumers choose based on rationality and emotion and when a customer feels good about a brand they choose it. 

Lovemarks use the traits of Love and Respect to form this connection. 

According to Roberts, brands demonstrate Love by showing the following traits with customers:

  • Mystery: the stories, metaphors, dreams and symbols of a relationship 
  • Sensuality: experiences such as vision, smell, hearing, touch and taste 
  • Intimacy: being close through empathy, commitment and passion 

Likewise by showing Respect, brands follow traits like: 

  • Performance: performing at each interaction 
  • Commitment: going the distance with our customer  
  • Reliability: always passing the reliability test with customer’s expectations 

Why Lovemarks Are Important 

According to Roberts, Lovemark brands are their customer’s first choice. They inspire loyalty beyond reason.

Roberts describes these types of brand experiences as winning the heart and mind of the customer appealing to emotion and rationality.

How CSMs Can Use Lovemarks In Our Work 

As CSMs, we can show love and respect to our customers to build a connection. 

In terms of Love, we may want to show: 

  • Mystery: sharing inspiring stories about our product, providing exclusive access to product features or giving unique swag that helps our customers feel like a fan of our company 
  • Sensuality: positive energy in our interactions, excitement to work with our clients and appreciation for our partnership
  • Intimacy: studying our customer’s business and sharing unique insights; providing big ideas on use cases or getting to know our customer personally

Here are some ways we can show Respect to our clients:  

  • Performance: As A.G. Lafley, former CEO of P&G says in Lovemarks’ foreword – “brands that win moments of truth again and again earn a special place in consumers’ hearts and minds”
  • Commitment: helping our customer document goals and achieve success; working through challenges to achieve results  
  • Reliability: promptly replying to our customer when called upon, being there when difficult times arrive and connecting with our customer regularly in syncs 

The Love and Respect traits of Lovemarks provide a way to help our customers feel connected to our product and as Kevin Roberts shares “inspire loyalty beyond reason.” 

Share this:

  • Click to share on Facebook (Opens in new window) Facebook
  • Click to share on X (Opens in new window) X

Recent Posts

  • Customer Success and Lovemarks: Inspiring Loyalty Beyond Reason 
  • Cruel Intentions Part 2 – Drifting From Our Customer 
  • Five Account Management Principles That Can Help a CSM Bring More Value to Clients
  • Tayo, Tayo: How CSMs Can Think of Customer Relationships as “Us, Together” 
  • How to Settle – What Soccer Players and CSMs Have in Common 

Recent Comments

  • Angeli on Customer Success Managers as Content Marketers

Archives

  • April 2025
  • March 2025
  • February 2025
  • January 2025
  • November 2024
  • September 2024
  • June 2024
  • April 2024
  • February 2024
  • January 2024
  • November 2023
  • October 2023
  • September 2023
  • July 2023
  • June 2023
  • April 2023
  • March 2023
  • February 2023
  • January 2023
  • December 2022
  • November 2022
  • October 2022
  • February 2020
  • December 2019
  • November 2019

Categories

  • Client Skills
  • Customer Success
  • Uncategorized

Meta

  • Log in
  • Entries feed
  • Comments feed
  • WordPress.org
© 2025 Client Days | Powered by Minimalist Blog WordPress Theme