Storytelling + Lovemark = Success?

Each day feels like the same. You wake up, get a shower, put your suit, close the door, grab a coffee, walk few minutes to take the tube, wait, change, wait, walk few blocks and finally open the door of your office. The story could stop here but you also go for fast food for lunch, probably check your Facebook account 2 or 3 times on your mobile, talk with your colleagues, buy some useless things on your way back home, open the door of your flat and finally sit down to watch some TV before going to bed.

Now is where the real story starts…

Which shower gel have you used? designer are you wearing? coffee have you drank? fast food have you eaten to? mobile phone are you using? TV show are you watching? If among your answers, there is Apple, Starbucks, McDonalds or Oprah, then according to Kevin Roberts (CEO of Saatchi & Saatchi) you are being exposed to some of the most powerful lovemarks present on the market. The main difference between “brands” and “lovemarks” is that you buy a brand but you love and adhere to a lovemark. That’s what lovemarks are all about, make you part of something, feel good and escape the reality for an instant or more.

It’s like a cookery recipe; choose a fresh brand, add it some love and core values, sprinkle with an inspirational story and you will obtain the perfect lovemark that everybody desperately wants. It sounds pretty easy said like that but all the magic resides in the story you are going to tell to people, the message you wish to spread across and the way you want to be perceived.

A few months ago, we decided to re-brand our Translation Services solution, a big change in our marketing strategy and especially in the message we want to deliver. After many brainstorming, failures, intense discussions and searches on the web, we finally came up with a concept, but most important with a story, our story. We realised that it was necessary or even essential for us to be able to communicate in a simple and honest way about what we do and how we can help people achieve their goals.

And that’s how Picnik came to live, if you haven’t met him yet, you can read his story on our website. He is a cute, chubby red book who wants to travel the world and meet people from other countries. We instantly felt in love with him and the idea of having such an adorable character representing us and with whom people could enjoy reading his adventures. Hope you will like him too!

So tell me, what’s your story?