Karlheinz Wasserbacher

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KREATIVARBEIT KOPFARBEIT

• Karlheinz Wasserbacher

SAATCHI SAATCHI
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KREATIVARBEIT KOPFARBEIT
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KREATIVARBEIT KOPFARBEIT oder Was die großen
Köpfe über die Bäuche der Konsumenten denken
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Kevin Roberts CEO Worldwide, Saatchi
Saatchi
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VON DER TRADEMARK ZUR LOVEMARK
Emotional
Lovemark
Trustmark
Trademark
Rational
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Love/Respect Axis
TRUSTMARK
TRADEMARK
FADS
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Love/Respect Axis
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Apple Macintosh
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(No Transcript)
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IKEA
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Lovemarks
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Was zeichnet Lovemarks aus?
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LOVE muss man sich verdienen.

• PERFORM, PERFORM, PERFORM!
• BE PASSIONATE!
• INVOLVE CUSTOMERS!
• CELEBRATE LOYALITY!
• FIND, TELL RETELL GREAT STORIES!
• ACCEPT RESPONSIBILITY!

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LOVE muss man sich verdienen.

• PERFORM, PERFORM, PERFORM!
• BE PASSIONATE!
• INVOLVE CUSTOMERS!
• CELEBRATE LOYALITY!
• FIND, TELL RETELL GREAT STORIES!
• ACCEPT RESPONSIBILITY!

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LOVE muss man sich verdienen.

• PERFORM, PERFORM, PERFORM!
• BE PASSIONATE!
• INVOLVE CUSTOMERS!
• CELEBRATE LOYALITY!
• FIND, TELL RETELL GREAT STORIES!
• ACCEPT RESPONSIBILITY!

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LOVE muss man sich verdienen.

• PERFORM, PERFORM, PERFORM!
• BE PASSIONATE!
• INVOLVE CUSTOMERS!
• CELEBRATE LOYALITY!
• FIND, TELL RETELL GREAT STORIES!
• ACCEPT RESPONSIBILITY!

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LOVE muss man sich verdienen.

• PERFORM, PERFORM, PERFORM!
• BE PASSIONATE!
• INVOLVE CUSTOMERS!
• CELEBRATE LOYALITY!
• FIND, TELL RETELL GREAT STORIES!
• ACCEPT RESPONSIBILITY!

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LOVE muss man sich verdienen.

• PERFORM, PERFORM, PERFORM!
• BE PASSIONATE!
• INVOLVE CUSTOMERS!
• CELEBRATE LOYALITY!
• FIND, TELL RETELL GREAT STORIES!
• ACCEPT RESPONSIBILITY!

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Lovemarks inspireloyalty beyond reason
SAATCHI SAATCHI
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price.efforts.singularity.long-term-relationship.f
orgive
Lovemarks inspireloyalty beyond reason
SAATCHI SAATCHI
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price.efforts.singularity.long-term-relationship.f
orgive
Lovemarks inspireloyalty beyond reason
SAATCHI SAATCHI
22
price.efforts.singularity.long-term-relationship.f
orgive
Lovemarks inspireloyalty beyond reason
SAATCHI SAATCHI
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price.efforts.singularity.long-term-relationship.f
orgive
Lovemarks inspireloyalty beyond reason
SAATCHI SAATCHI
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price.efforts.singularity.long-term-relationship.f
orgive
Lovemarks inspireloyalty beyond reason
SAATCHI SAATCHI
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Mystery
Mystery Sensuality Intimacy
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Mystery Sensuality Intimacy
Geheimnisse
Große Geschichten Geheime Zutaten Verbindung von
Vergangenheit, Gegenwart Zukunft Große
Metaphern Zugang zu Traumwelten Mystische
Charaktere und Ikonen
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Mystery Sensuality Intimacy
Fühlen Schmecken Sehen Riechen Hören
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Mystery Sensuality Intimacy
Emotionen Einfühlungsvermögen Inspiration
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Der Weg zur Lovemark
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Alles kann Lovemark sein.
Lovemarks gehören den Konsumenten.
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The essential difference between emotion and
reasonis that emotion leads to action while
reason leads to conclusions.


Donald B. Calne Professor of Neurology
University of British Columbia
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DANKE

• www.lovemarks.com

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