Lovermark 

The Lovemarker is a creative insight generator that measures emotional heat from the three characteristics of Lovemarks: Mystery, Sensuality and Intimacy. 

A Lovemark is a brand that creates Loyalty Beyond Reason.

With the aim to know if Pringles and Lays are lovemarks, we (as editors of this blog) did a survey based on 100 answers of different persons from different backgrouds and culture and responding to different ages criteria (children, young and adults). The population is very mixed as crisps consumers are and in order to have a general point of view.

How does it work ? 

Score: 2 points for Hot, 1 point for Warm and 0 points for Cold.

No Respect, no Lovemark. The company must score at least 25 Respect points to be considered for Lovemark status.

What the points mean:

0 to 36 points = Commodity

37 to 40 = Brand
41+ = Lovemark 

1) Pringles

RESPECT

	Performance	Trust	Reputation
Hot	Innovation : 37 Quality : 53 Service : 32 Identity : 63 Value : 42 TOTAL = 227	Reliability: 45 Sustainability : 26 Ease : 39 Openness : 39 Security : 34 TOTAL = 183	Leadership : 55 Honesty : 37 Responsibility : 34 Efficacy : 42 TOTAL = 168
Warm	Innovation : 47 Quality : 45 Service : 58 Identity : 34 Value : 58 TOTAL = 242	Reliability : 47 Sustainability : 55 Ease : 39 Openness : 47 Security : 53 TOTAL = 241	Leadership : 37 Honesty : 50 Responsibility : 50 Efficacy : 50 TOTAL = 187
Cold	Innovation : 16 Quality : 3 Service : 11 Identity : 3 Value : 0 TOTAL = 33	Reliability : 8 Sustainability : 18 Ease : 21 Openness : 13 Security : 13 TOTAL = 73	Leadership : 8 Honesty : 13 Responsibility : 16 Efficacy : 8 TOTAL = 45

LOVE

	Mystery	Sensuality	Intimacy
Hot	Great stories : 26 Past présent future : 42 Taps into dreams : 29 Myths and icons : 37 Inspiration : 42 TOTAL = 176	Sound : 34 Sight : 34 Smell : 63 Touch : 45 Taste : 71 TOTAL = 247	Commitment : 32 Passion : 45 Empathy: 37 TOTAL = 114
Warm	Great stories : 58 Past présent future : 47 Taps into dreams : 39 Myths and icons : 32 Inspiration : 37 TOTAL = 213	Sound : 45 Sight : 55 Smell : 34 Touch : 47 Taste : 24 TOTAL = 205	Commitment : 53 Passion : 37 Empathy: 39 TOTAL = 129
Cold	Great stories : 16 Past présent future : 11 Taps into dreams : 32 Myths and icons : 32 Inspiration : 21 TOTAL = 112	Sound : 21 Sight : 11 Smell : 3 Touch : 8 Taste : 5 TOTAL = 48	Commitment : 16 Passion : 18 Empathy: 24 TOTAL = 58

The sum of "hot" collected by Pringles, taking into account both respect and love, is : 1125. As there is 100 people who participated, so 1125/ 100 = 11,25

The sum of "warm" collected by Pringles, taking into account both respect and love, is :1217. As there is 100 people who participated, so 1217/ 100 = 12,17

Given that Hot counts for 2,  "warm" for 1 and cold for 0, so (11,25*2) + 12,17 = 35 ==> Pringles is situated in Commodity category.

Respect:   578 Hot and 547  warm, divided by 100 people = 5,78 hot and warm. (5,78*2) + 5,47 = 17 < (less than) 25 Respect points. Pringles should improve the respect customers have towards it.

2) LAY'S

RESPECT

	Performance	Trust	Reputation
Hot	Innovation : 63 Quality : 50 Service : 37 Identity : 61 Value : 50 TOTAL = 261	Reliability: 42 Sustainability : 37 Ease : 42 Openness : 47 Security : 53 TOTAL = 221	Leadership : 58 Honesty : 39 Responsibility : 34 Efficacy : 37 TOTAL = 168
Warm	Innovation : 24 Quality : 47 Service : 47 Identity : 26 Value : 37 TOTAL = 181	Reliability : 47 Sustainability : 47 Ease : 47 Openness : 47 Security : 32 TOTAL = 220	Leadership : 34 Honesty : 47 Responsibility : 53 Efficacy : 47 TOTAL = 181
Cold	Innovation : 13 Quality : 3 Service : 16 Identity : 13 Value : 13 TOTAL = 58	Reliability : 11 Sustainability : 16 Ease : 11 Openness : 5 Security : 16 TOTAL = 59	Leadership : 8 Honesty : 13 Responsibility : 13 Efficacy : 16 TOTAL = 50

 

LOVE

	Mystery	Sensuality	Intimacy
Hot	Great stories : 53 Past présent future : 61 Taps into dreams : 50 Myths and icons : 45 Inspiration : 50 TOTAL = 259	Sound : 32 Sight : 34 Smell : 50 Touch : 39 Taste : 53 TOTAL = 208	Commitment : 47 Passion : 55 Empathy: 47 TOTAL = 149
Warm	Great stories : 32 Past présent future : 32 Taps into dreams : 29 Myths and icons : 34 Inspiration : 34 TOTAL = 161	Sound : 53 Sight : 53 Smell : 39 Touch : 45 Taste : 42 TOTAL = 232	Commitment : 34 Passion : 29 Empathy: 32 TOTAL = 95
Cold	Great stories : 16 Past présent future : 8 Taps into dreams : 21 Myths and icons : 21 Inspiration : 16 TOTAL = 82	Sound : 16 Sight : 13 Smell : 11 Touch : 16 Taste : 5 TOTAL = 61	Commitment : 18 Passion : 16 Empathy: 21 TOTAL = 55

The sum of "hot" collected by LAYS taking into account both respect and love, is :1266 . As there is 100 people who participated, so 1266/ 100 = 12,66

The sum of "warm" collected by LAYS, taking into account both respect and love, is : 1070 . As there is 100 people who participated, so  1070/ 100 =10,7

Given that Hot counts for 2,  "warm" for 1 and cold for 0, so (12,66*2) + 10,7 = 36 ==> LAYS is situated in Commodity category.

Respect:   650 Hot and 582 warm, divided by 100 people = 6,50 hot and 6 warm. (6,5*2) + 6 =19 < 25 Respect points. LAYS should improve the respect customers have towards it. But it still higher than Pringles.

Sara ADLOUNI HASSANI