Loyalty Beyond Reason: What’s Social Good Got To Do With It?

Ask us at Saatchi & Saatchi S what “love” – or specifically Lovemarks – has to do with it and we’re full of answers. Consumers promote, advocate, challenge, and forgive brands that have reached Lovemarks status. Patagonia, Toyota, and Apple all come to mind.

But in the journey to build a true Lovemark, companies often get stuck building incremental advances to be bigger, stronger, faster, cooler without connecting with what their consumers really care about. When companies want to build more of what people really care about in the world and leave this differentiation trap, this is where social good and social good platforms play a key role. Andrew Bryson and I had the chance to convene a group of sharp minds from the Association of Strategic Planners last month to discuss this approach. During our workshop, we showed how social good can help companies connect more with what people really care about while building Lovemarks. We built and dissected audience personas to tackle what really matters to consumers. We began designing target outcomes and goals for hypothetical companies. We put in place some big ideas and got some great feedback from the group. Of course, like any good conversation, there were plenty of opinions and “how might we do this better” tangents which we thoroughly enjoy. But after every workshop, it’s our hope that the experience will encourage our attendees to take this approach and put it into practice with their companies. If you find this approach helpful to you -- or better yet, have a story about how you made it better -- let us know by tweeting your comments to @Saatchi_S.