I

the lovemap
guide and workshop
1
Introduction
f0CUS
This Lovemap Workshop introduces clients to Lovemarks
and the relationship between Love and Respect. Using
Saatchi & Saatchis proprietary software, you can take
clients through an interactive, structured conversation
and process. It is also a great way to position brands for
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 examine
and discuss weaknesses and strengths in relation to
Respect and Love qualities. From these discussions you can
work together to develop ideas for creating Lovemarks.
The Lovemap can be used in a number of different
scenarios:
1. As a quick tool to place a single item on the Love/Respect
Axis. This could be done as a fve to ten minute exercise
with fve or more people in an offce, a shopping mall or in
a consumers home.
2. As a competitive analysis so that a clients brand or
a function of the clients business can be compared to a
competitor on the Love/Respect Axis. This exercise can
easily be undertaken in your own offces or at your clients
offce and can be customised to look at issues ranging from
brand differentiation to perceptions of 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 for looking at the effects of brands on
different groups or examining the perceptions of different
contributions to a business.
NOTE: While the Lovemap is an intuitive tool that refects
the consensus views of the group using it, research on
Lovemarks by QiQ International confrmed that Lovemark
consumers are between four 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 Effect:
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
XAMPLS:
l The positioning of the clients brand on the Love/Respect
Axis compared to competitor brands.
l The positioning of one business unit on the Love/Respect
Axis compared to another.
l The positioning of two different industries on the Love/
Respect Axis.
3. Make comparative assessments of multiple subjects
XAMPLS:
l The positioning of the clients brand on the Love/Respect
Axis according to different market segments such as age
or ethnicity.
l The positioning of the clients brand on the Love/Respect
Axis according to different stakeholders.
l The Lovemap can also focus beyond brands and help
position services, experiences and company functions on
the Love/Respect Axis.
l The Insight Generator takes this process further by
allowing more detailed discussion on specifc qualities of
Love or Respect.
1IMINC
The 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 from participants.
The Lovemap can also be used as a quick test of the
Lovemark status of single subjects. In this form the
exercise would take between 10 and 15 minutes.
NOTE: Dont forget 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.

Staffng
The Lovemap Workshop requires two people to run it:
l A facilitator who runs the Workshop.
l An operator who manages the equipment, software,
visuals and data entry aspects of the Workshop.
PAR1ICIPAN1S
The Workshop is ideal for groups between 10 and 30 in size.
For groups larger than 30 you should either poll results
ahead of the Workshop session or split into teams.
You will need:
l The Lovemap software.
l A laptop or other computer.
l A data projector with screen or large data screen
(i.e. television).
NOTE: smaller groups can use the laptop screen.
l Cables.
l A printout of the Lovemap form for each participant
(plus spares).
l Paper and pencils for all participants.
l If there is a whiteboard available, it can be useful.

Setup
DA 8f0R W0RKSR0P
PC
1. Install the Lovemap software by running the
lovemap_setup.exe fle. 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 the Lovemap software, go to Start > Programs >
Lovemap > Lovemap.
MAC
1. Copy the Lovemap folder into your Applications folder
and open the Lovemap folder. Double click the heart shaped
icon to open the Lovemap program.
NOTE: Dont forget 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.

801R 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 for the Workshop.
5. Customise the name of the Workshop in the Name feld.
This will usually include the clients name and will appear
on the frst slide of the Intro slides.
Customise the items to be tested for your Workshop
by clicking in the boxes titled Staff, Regulators,
Customers, Market.
To add a category, click on Add Category. This will insert
a new column feld.
To delete a category, click the x above the column.
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6. Choose either Competitive or the Comparison default
for the mode. This will act as the mode for 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
for a competitive assessment.
Some examples of Competitive mode:
l Your brand compared with your main competitors
brand.
l Your service function compared to your Sales
function.
l Your brand compared to the industry.
b) To Workshop a Comparative Analysis, enter subjects for
a comparative analysis between more than two subjects.
Some examples of comparative mode:
l Your sales, service, communications, research and
marketing functions.
l Shareholders, stakeholders, clients, consumers
and staff.
l All the brands in a category.
l All the brands in an industry.
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7. Print a form for each participant (plus spares).
8. Save your fle by clicking on the top left icon. Use the
printforms button on the data entry tab. For PC the
Lovemap creates .Love fle extensions.
9. Review the key aspects of Respect and Love and make
sure you are familiar with how they work together to create
Lovemarks. You will fnd a summary, Love and Respect: An
Introduction, at the back of this guide.
10. Customise your introductory presentation and
questions drawing on the material at the back of 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 left and right arrow keys. The
preset slides are as follows.
Slide 1: Title slide to introduce Workshop.
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Slide 2: Love/Respect Axis. Slide 3: The Respect qualities.

Slide 4: The Love qualities. Slide 5: To display when forms are being completed.
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DA 0f W0RKSR0P
1. Set up data projector and laptop at the venue.
Select the Introduction tab to welcome participants.
2. Set out pencils and have forms ready for 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 form. Participants score Love and
Respect for the chosen brands, services or experiences
that are being workshopped, guided by the facilitator.
3. Break. A break for continued discussion while the data
is being entered and collated.
4. Report back on results. A report on the results and
evaluation of the location of the subjects on the Love/
Respect Axis by the facilitator.
5. Generating insights. The creation of insights and
discussion based on a closer examination of Love or
Respect based on the results.
Workshop Outline
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1. fACILI1A10RS IN1R0DUC1I0N 10 RSPC1 AND L0v
Briefy describe how the Love/Respect Axis works as
detailed at the end of this guide. (See also pages 49 to
64 in Lovemarks: The Future Beyond Brands.)
Key points:
l The Love/Respect Axis was developed to show how
the combination of High Respect and High Love creates
Lovemarks.
l The Axis has four quadrants.
Lower left (Low Respect, Low Love)commodities.
No brand heat. No differentiation.
Lower Right (Low Respect, High Love)Fads. Passionately
loved today, forgotten tomorrow.
Upper left (High Respect, Low Love)Most brands.
Struggling for differentiation beyond competitive pricing
and benefts.
Upper right (High Respect, High Love)Lovemarks.
Workshop Outline
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IN1R0DUC1I0N 10 RSPC1
Run through the 13 Respect qualities using the Workshop
subject as an example. (See also pages 59 to 64 in
Lovemarks: The Future Beyond Brands.)
NOTE: You must have high Respect before you can become
a Lovemark. It is important that participants realise that
all brands have to score between 5 and 10 for Respect.
Any score lower than that is to relegate the subject to fad
or commodity.
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IN1R0DUC1I0N 10 L0v
Run through the 13 Love qualities using the Workshop
subject as an example. (See also pages 49 to 58 in
Lovemarks: The Future Beyond Brands.)
Key points:
l Although not all brands have taste or smell associated
with them, there is usually at least one and more often two
Sensuality qualities that have relevance to most brands.
l The combination of Mystery, Sensuality and Intimacy
creates Love.
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z. fILLINC 0U1 1R f0RM
Each participant is given a form and asked to score each
subject on Respect and Love.
Make sure the Please fll out your forms slide is showing
on the screen.
NOTE: While scoring Love and Respect some participants
might need help to frame their decisions. You will fnd
resources, including prompt questions, at the back of this
guide.
The forms are collected.
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. 8RAK
The data from the forms is entered into the program.
l You will need another person (one of the participants is
fne) 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.
l During this break we suggest the group discuss their
responses to the scoring process and share their perceptions
of what will be revealed on the Love/Respect Axis. Make sure
that someone is taking notes of any insights.
l Go to the Data Entry tab. You can increase the number
of rows to the number of completed forms by clicking
on the Add Response button. You can move from feld to
feld by using the tab key (do not use the arrow key as
this will progress you through the slides). Save the fle
after entering.
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. RP0R1 8ACK 0N RSUL1S
Take participants through the results, initiating
conversation and comment around the implications
of each result.
l Click 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 of the chart. You can also display grouped results
by clicking High, Medium or Low.
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l Click on the Love tab to show the Love spread. l To show results on the Love/Respect Axis click on
the Love/Respect Axis tab. To show individual category
positioning on the Love/Respect Axis, click on the + button
beside each category.
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l Optional: You can show the spread of responses on the
Love/Respect Axis. Click on one of the coloured the buttons
on the Love/Respect Axis to reveal the individual scores.
l The numbers on the grey button reveals the Love score
followed by the Respect score. They are red and blue
respectively.
NOTE: If you are doing a quick positioning of 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 of points for specifc action.
Key Points
Answer the question Why are we in this position, and what
can we do about it?
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. CNRA1INC INSICR1S
After placing the subjects on the Love/Respect Axis, it is
very helpful to look more deeply into the Love qualities
and how they might be enhanced. If, 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 of Love or Respect and grade them by
consensusHot, Warm or Cold. By looking at the spread of
colours it is possible to pinpoint strengths and weaknesses
and initiate discussion that will help move the subject into
the Lovemark quadrant. All insights are captured by the
facilitator and typed into the text feld by the operator.
To access the Insight Generator click the Insight button
beside the category you wish to review or discuss. The
default takes you to the Love qualities. You can toggle to the
Respect qualities by clicking Qualities of Respect at the
bottom right. To return to the Love/Respect Axis click Back.
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ANALSIS
l Look at each of the Love or Respect qualities and ask
the group to discuss how they feel the subject scores:
Hot, Warm or Cold.
l Check the appropriate box and move on to the next
quality and repeat.
l Discuss the strengths and weaknesses as indicated by
the colours.
l Discuss how weak areas could be turned into
opportunities by developing ideas within these Lovemark
areas.
l Ensure the operator types the insights into the program
as they are developed.
RSUL1S: L0W RSPC1
In the case of the subject falling into the Low Respect
quadrants, discuss how to improve Respect using the Hot/
Warm/Cold chart featuring the Respect qualities. See notes
at the back of this manual for descriptions of the Love/
Respect quadrants.
Key Point
Insights into improving aspects of Respect should be based
on the number of hot and cold responses to the Love or
Respect qualities.
RSUL1S: RICR RSPC1
In the case of the subject falling into the High Respect
quadrants, discuss how to improve Love using the Hot/
Warm/Cold chart featuring the Love qualities.
Key Point
Insights into improving aspects of Respect should be based
on the number of Hot and Cold responses to the Love or
Respect qualities.
RSUL1S: L0vMARKSRICR L0v, RICR RSPC1
If 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, Sensuality
and Intimacy.
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WRAP UP
l Print out insights for participants and thank them for
their attendance.
l Ensure you have contact details for all participants.
l Follow up later to get feedback from participants on
the value of the Workshop.
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Facilitators Resource Kit
Contents:
1. Summary of Lovemarks and how Love and Respect
combine to create them.
2. A brief outline of the future potential of Lovemarks.
3. Questions that can be Customised to help stimulate
discussion.
4. Lovemap Case Study.

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Facilitators Resource Kit
1. L0v AND RSPC1: AN IN1R0DUC1I0N
Lovemarks
Lovemarks 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 of a journey that has taken us from
Products to Trademarks from Trademarks to Brands and
will now propel us from brands to Lovemarks.
The combination of three qualities separates Lovemarks
from brands. Mystery, Sensuality and Intimacy.
l Mystery
Draws together stories, metaphors, dreams and symbols.
Where past, present and future become one.
Mystery adds to the complexity of relationships and
experiences because people are drawn to what they dont
know. After all, if we knew everything, there would be
nothing left to learn or to wonder at.
l Sensuality
Keeps the fve senses on constant alert for new textures,
intriguing scents and tastes, wonderful music. Sight,
hearing, smell, touch, taste.
Our senses work together to alert us, lift us, transport us.
When they are stimulated at the same time, the results are
unforgettable. It is through the fve senses we experience
the world and create our memories.
l Intimacy
Means empathy, commitment and passion. The close
connections that win intense loyalty. The small perfect
gesture is often remembered long after functions and
benefts have faded away.
Without Intimacy people cannot feel 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 their
hearts.
Brain scientist Donald Calne sums up: The essential
difference 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 fnd a replacement.
Take away a Lovemark and people protest. Lovemarks
arent just Irreplaceable, they are also Irresistible.
l Fresh, pure milk is Irreplaceable. Transformed into ice-
cream? Irresistible.
l Mobile phones are now Irreplaceable. But when they can
photograph a friend, Irresistible.
The Love/Respect Axis
l The Love/Respect Axis shows where Lovemarks stand
in relation to brands, fads and commodities.
l The Love/Respect Axis demonstrates that to be a
Lovemark you must frst have high respect. No Respect, no
Lovemark.
l The objective of 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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XAMPLS:
Low Respect, Low Love. The home of commodities.
Poor performing brands, services and experiences that fail
to differentiate themselves from their competition. They
are the functional 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 fans, these overnight sensations die almost
as quickly as they arrive.
High Respect, Low Love. This is where most major brands
are stuck. They are often great products and service but
fxed on the -er words. Brighter, stronger, faster, 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 life-long
emotional relationships that foster Loyalty Beyond Reason
Lovemarks.
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Facilitators Resource Kit
z. 1R fU1UR 0f L0vMARKS
Lovemarks can be found everywhere but to connect with
consumers three places matter most: on screen, online and
in store. While these three touchpoints dont replace things
like television, they are representative of the need to spread
all messages across a family of screens.
Lovemarks on screen
For decades screens were on television sets or in movie
theatres. In the twenty-frst century the family of screens
has many more members whether on mobile phones or
computers, PDAs or digital billboards. But the proliferation
of 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 for the
brands they love.
www.lovemarks.com was created to celebrate the
engagement the online medium offers consumers.
Lovemarks in store
Mystery, Sensuality and Intimacy are transforming the
in store experience. Stores will host the next creative
revolution as they become Theatres of Dreams. Lovemarks
in store activate the drama of the brand where it matters
by looking through the eyes of shoppers. Remember that
the store is where over 80 percent of shopper decisions
are made and an amazing 50 percent of brand switches
happen.
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Facilitators Resource Kit
. US1I0NS 10 US AS S1IMULUS f0R PAR1ICIPAN1S
These two sets of questions have been developed to help
facilitators. The questions as presented below are generic
and need to be customised to the brand, service, experience
or any other subject that is the focus of the Workshop.
Factors that need to be taken into consideration when
customising questions include:
l The role of the participantsare they representing the
brand or playing the part of a brand user or stakeholder,
for instance.
l The specifc strategies and goals of the client that need to
be addressed.
l The positioning of 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 useful question How do I think
management is a Lovemark? or Does the clients staff
think management is a Lovemark or As a shareholder do
I think management is a Lovemark?
Sample questions to help stimulate responses to scoring
on the Respect Axis:
l Does the brand consistently outperform competitors?
l Does the brand always do the right thing?
l Is the brands heritage cared about?
l Does the brand offer the best possible value?
l Does the brand get consistent positive feedback?
l Is there a put-it-right plan when things go wrong?
l Does the brand welcome challenges to business-as-
usual?
l Does the brand attract recommendations?
l Does the brand consistently deliver more than it
promises?
l Is the brand a leader in its feld?
l Does the brand keep its promises, even if it might hurt
the bottom line?