Sounds like branding

So, it's vacation time here in Sweden, and that for me means a lot of reading.

I've just finished reading Sounds like branding, by Jakob Lusensky.

It's a book, that talks about how your brand "sounds" and how that affects your customers and can make them interact more with your brand. Very interesting, and I really like that he talks about lovemarks. Lovemarks is one of the reasons I actually decided to start blogging, because when I read about the concept, on a trip to New York some time ago, I got amazed and wanted to explore the marketing/branding world more. The word in itself is also what inspired me to name this blog (and my company) to LoveEvent.

Picture from Bokus.com.

Now this blog has come to be about a lot more than lovemarks, but nevertheless, the word means a lot to me. :)

Check out the Sounds like branding blog.

What a wedding!

The bride looked absolutely stunning, the guests were fabulous, the people cheered and applauded and neither the groom nor the bride hesitated when reading the vows in church. It was really pretty, and we watched the wedding ceremony on a big screen in the middle of central Stockholm. Afterwards we tried to watch the happy couple who went to the city in a horse-drawn carriage, but there were so many people lining the streets, wanting to see and vawe. I managed to get a few seconds of film, but that was all.

The peak of the evening was Prince Daniel's speech to his wife, Crown Princess Victoria. It was one of the most beautiful, well written, thought-out speeches I've ever heard, and the applauses didn't want to stop. It was such an utter declaration of love, and of course I cried like a baby. ;)

All the best wishes to H. R. H. Crown Princess Victoria and her new husband H. R. H. Prince Daniel!

Tomorrow, tomorrow...

I love you, tomorrow. You're only a day away....

So, tomorrow is finally the big day. The Royal Wedding. I'll of course be there to wave to the happy couple after the ceremony, and I'll report some more on Sunday.

Mr. Daniel Westling's coat of arms, from www.royalcourt.se.

Star Wars Wedding

If you're a Star Wars Fan, and you happen to be in Florida in August, be sure to check out Star Wars Celebration V, a (what seems to be) huge convention for Star Wars fans. At the convention, you can actually choose to get married, Star Wars style. Choose between a "light side" or a "dark side" ceremony and enjoy yourselves! (Please note that the ceremony isn't legally binding. ;)

Wedding at IKEA?

IKEA is running a campaign right now, where you connect to their campaign site through your Facebook account, propose to the love of your life, and the funniest/best proposal wins the couple a 50 guest reception, complete with food, decorations, flowers and everything.

I think it's a fun idea, so if you're about to propose; check out their site! :)

Picture from IKEA's campaign site.

Speculations were correct, unfortunately

The speculations about H. R. H. Princess Madeleine and Mr. Jonas Bergström having problems in their relationship, unfortunately seem to have been true. A few days ago, the Royal Court announced that the young couple will separate. That means only one royal wedding will be held in the near future, so that gives me another few years to try to land the account of the next one. ;) I don't mean to be disrespectful, I feel sorry for Princess Madeleine, but I'm sure she will find happiness soon!

Ice cream wedding

I've been meaning to write a blog post about ice cream. Not only because I simply LOVE ice cream, but also due to the fact that the whole of Sweden wants to ride the wedding wave created by the royal wedding to come. GB Glace, Sweden's largest ice cream manufacturer, have a clown, Clovve, as their mascot. Clovve will get married to Clovina, at Sweden's largest amusement park, Liseberg, on the 16th of May. Cute idea, and to honor their marriage (or possibly to sell more ice cream ;) GB Glace have come up with a special wedding ice cream cone; "Bröllopsstruten". And kanal 5 (a TV station) has created a whole campaign site, and will live stream the wedding on their site on the 16th.

Picture from GB Glace.

So, why I decided to write the ice cream post just today was that I saw (on Facebook, thanks to Anders Sporring) that 7Eleven/GB Glace give out one free ice cream cone per person (they have 5000 to give out) if you log on to their site using your Facebook account. Then you enter your phone number and get an SMS coupon that can be used in 7Elevens all over the country. (On the site they also have a counter, that counts down so you can see how many of the 5000 free ice creams are left.)

So, first they have a campaign to draw more attention to GB Glace (Clovve getting married). Then they give out free samples to even more strengthen the brand and make people love it. Clever. They even get your email address and phone number; you give them up voluntarily, because you know you'll be getting one of their delicious ice creams, for FREE! Even more clever.

Picture from GB Glace.

But what happened next is a short tale on how marketing campaigns make people (me) buy something they maybe didn't need.

I'm on a no sugar/no carb diet. I do it for multiple reasons, but I try, as best as I can, to keep sugar/carb intake as low as possible. So I don't buy ice cream. But then I saw the offer on Facebook, and thought: "Wow, a free ice cream. I can't pass on that, diet or no diet." I went to the site, entered my information while my mouth was watering form the thought of the ice cream. I got the SMS coupon sent to my phone, and went off to the nearest 7Eleven. Since I am in Stockholm right now, you're never far from one. On the way there, I call my husband, to tell him about this great offer. He had (of course) already seen it on Facebook and said; "but here in the north, were we live, we don't have any 7Elevens, so I won't bother." We had a short argument about whether he was right or not (and I must admit that I think he was), but this also made my craving for ice cream even bigger. I arrive at my 7Eleven, happy, thinking about the smooth ice cream running down my throat, only to find that they were all out of the wedding cone, Bröllopsstruten. Total disappointment. So, I take the next best route; I buy another ice cream. Of course I am disappointed, but I still have my coupon, I'll get my free ice cream another day, and I also have another delicious ice cream to munch away at right now, in the sun.

Picture from 7Eleven.

So GB Glace and 7Eleven "win". I fell for a cheap PR trick, went into the store, and came out with something I really didn't need or was planning on buying. Good job! ;)

Now, enjoy your ice creams out there, and I'll try to be present at Clovve and Clovinas wedding to give you a report.

(And yes, Liseberg wins too, since I'm actually considering paying the entrance fee just to go watch a fictional wedding... ;)

(And of course you can "like" Clovve on Facebook...)

Picture from Clovve's page on Facebook.