“Lovemarks transcend brands. They reach your heart as well as your mind, creating an intimate, emotional connection that you just can’t live without. Ever.
Lovemarks are a relationship, not a mere transaction. You don’t just buy Lovemarks, you embrace them passionately. That’s why you never want to let go.
Put simply, Lovemarks inspire: Loyalty Beyond Reason.”
Saatchi & Saatchi
Loyal customers are a cornerstone in any business. You probably know better than anyone that large parts of a marketing budget are invested in finding ways to differentiate your product from your competitors. It used to be all about branding; today the aim is to create Lovemarks. It is no longer enough to merely influence customer purchase decisions. Lovemarks is creating long-term, loyal and sincere relationships with customers are essential.
It is a matter of creating experiences that give your customers an emotional connection to your company and your products. A sense of community and being part something greater. Sport can do just that. Sport influence people and customers on an emotional level and generates loyalty of a degree that only few companies can achieve.
Therefore it makes sense for companies to invest in sport. It is an obvious way to invite your customers into a unique and strong community. This sense of community will deeply affect the return on your investment.