Lovemarks is a marketing concept that is intended to replace the idea of brands. The idea was first widely publicized in a book of the same name written by Kevin Roberts, CEO of the advertising agency Saatchi & Saatchi. “Ideas move mountains, especially in turbulent times. Lovemarks is the product of the fertile-iconoclast mind of Kevin Roberts, CEO Worldwide of Saatchi. Kevin Roberts passionately believes that love is the way forward for business. In his second book, Lovemarks: The Future Beyond Brands, Roberts recounts the.

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The very human quality of wanting-to-know–that’s what I believe can transform research and put it back where it belongs: In the Era of New marketing, it was all about your product. Jul 15, Linah rated it liked it Shelves: The organisations that hold themselves back rely too much on any single part of that equation.

Infinite possibilities seem to proliferate like viruses. Sticky-note suggestions at the end of each chapter and case studies at the end of the book provided great closure to the concepts he was suggesting.

Lovemarks by Kevin Roberts

But consumers have raised the bar on Respect. Apr 21, Melissa rated it really liked it. Our future lies with emotional connections built on respect, sure, but suffused with Love. By using this site, you agree to the Terms of Use and Privacy Policy. And how are we responding? It brings to mind a number of brands and ideas all around us.


In the s we saw power shift from manufacturers to retailers.

Kevin Roberts: Why modern brand strategy is about being a lovemark

Prius and Cheerios were two U. It is the intensity and rush that accompanies only the strongest emotions. I also wasn’t pulled in by his writing, but that’s another discussion. So mevin has it held up? An opportunity to tap into human emotion more deeply than we have ever done before.

Kevin Roberts: Why modern brand strategy is about being a lovemark – CMO Australia

Believe in Love offers seven ideas to help the food and beverage industry to move forward lovemar,s the 21st century. Sight Sound and Motion.

You need creative leaders who can work every quadrant, simultaneously, holistically. The American poet and essayist Diane Ackerman tells us why: Is customer segmentation dead? What does it take as a leader to lead disruption? Indonesia is the current hot spot on lovemarks. Teach that, Harvard Business School.

Our big questions have to be: Because to adapt best to a changing world, you have to know what should not change, and you should base that on what cannot change. What people know, what they say, and what they do. He caught up with CMO ahead of the conference to talk about the death of marketing as we know it, creative leadership, and why marketers should be leading digital disruption.


If you’re interested in marketing, business, or ideas, you need to read this book.

And the only question that matters to consumers right now is: The future beyond brands. It talks about how marketing research doesn’t always show you what exactly is going on in the market and it’s important to interact and engage with customers.

The most powerful human attractors. Coke listened and took the new formula off the market. Where you have a consumer in love, you have a “lovemark.

The company is more roebrts a caretaker of the lovemark, and the company should always, always listen to the consumer. They are how we explain the world to ourselves and give value to the things we love. Lovemarks are about the people who buy them. We make them into what we care about.

To ask other readers questions about Lovemarksplease sign up. The ones who survive — think Apple, Starbucks, Nike, Amazon, Coke — have it figured out and are setting the roherts high. Highly-evolved brands that are dedicated to engaging emotionally, rather than the table stakes of rational benefits and attributes. To me what makes Lovemarks stand out is their mystery, their sensuality and their intimacy.