Lovemarks is the product of the fertile-iconoclast mind of Kevin Roberts, CEO Worldwide of Saatchi & Saatchi. Roberts argues vociferously, and with a ton of. Modern marketing is about creating ‘lovemark’ brands that engage According to Saatchi & Saatchi executive chairman, Kevin Roberts. Why Kevin Roberts’ Lovemarks Are More Valid Than Ever | Agency News – Ad Age

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In the current world of marketing, there are a plethora of brands that use the concept of lovemarks behind their marketing strategies.

To get there, CMOs must not only harness data and digital, they also require an IQ in creative leadership. Lessons from the best: Sep 07, Eidoegy rated it really liked it. A recent study tested whether one of Robert’s Lovemarks – Nike – actually enjoyed higher than expected brand loyalty. Roberts lays out his grand scheme for mystery, magic, sensuality, and the like in his gloriously designed book Lovemarks.

Brand management Marketing techniques. And how did Apple evoke taste? Quilmes, the flavour of encounter. There’s a great case study about the consumer’s ownership of the lovemark: One of my themes is the constancy of human nature. We wrap our imaginations around them.

Here are three ways Lovemarks might expand to change the world:. And putting this right brings us straight into the arms of Love and Lovemarks.


You get row upon row of what I call “brandroids”.

It kein to all the senses. I had been a brand marketer for 30 years and I knew that the marketing world was standing on the abyss.

Why Lovemarks Are More Valid Than Ever, or Welcome to the Age of Now

Lovemarks is like a picture book for adults. When everybody tries to beat differentiation in the same way, nobody gets anywhere. Roberts is witty and everything in this book, from his writting style to design layout of each page, was well-thought out and captivating. This book was relevant when written and is just as relevant now. They build on respect, but they also make those crucial emotional connections. He caught up with CMO ahead of the conference to talk about the kevn of marketing as lovsmarks know it, creative leadership, and why marketers should be leading digital disruption.

Here’s what the shift from New to Now looks like:.

Lovemarks: the future beyond brands (Expanded Edition) | powerHouse Books

Intimacy is about body contact, scent, touch. Nov 28, db rated it it was ok.

Let me show you what I mean. She might have been a bit premature for most marketers, but if customer segmentation isn’t dead yet, it’s definitely lovemsrks life support. Highly-evolved brands that are dedicated to engaging emotionally, rather than the table stakes of rational benefits and attributes.

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New emotional forces will enter the global economic framework. They all research the same stuff using the same processes and–not surprisingly–get the same numbers. The discipline has been buffed by so many smart and eager practitioners that there is little traction left.


Operationally, this requires you to have a mobile-first approach and layer out from the smartphone. What’s needed are customer Love affairs. It is from this knowledge that every human being shares, from this emotional truth that Lovemarks have emerged.

Sign in Sign up to gain exclusive lovematks to email subscriptions, event invitations, competitions, giveaways, and much more. Remember the billboard that simply said: Refinements on refinements on refinements are now called exciting new developments.

Future Beyond Brands

Drive it all towards stories wrapped in mystery, sensuality and intimacy. I read this book around right after the U. To view it, click here.

By Adrianne Pasquarelli – 16 hours ago. By keeping the emotional juice of brands that must never change, and dumping all those formulas and processes.

Lovemark – Wikipedia

First public outing in And what do robfrts tell us? You’ll get the essential information you need to do your job better, including. Fads attract love, but without respect this love is just a passing infatuation.