Lovemarks: The Future Beyond Brands - Hardcover

Roberts, Kevin

Hardcover

ISBN 10: 1576872041 ISBN 13: 9781576872048

Publisher: powerHouse Books,U.S., 2004

Synopsis

Kevin Roberts passionately believes that love is the way forward for business. Here he recounts the journey from products to trademarks to brands - and the urgency of taking the next step - to Lovemarks. His argument is that brands, numbed by the assault of commodification and customer indifference, have run out of juice. The solution? The creation of products and experiences that will create long-term emotional relationships with consumers. To this end, Roberts advocates infusing brands with the fundamental Lovemark elements: Mystery, Sensuality, and Intimacy.

About this title

Synopsis

In Lovemarks: The Future Beyond Brands, Kevin Roberts offers a lively, critical assessment of brands and the problems that face them in an increasingly competitive world. Roberts recounts some of his defining, personal experiences from the past three decades, as he bounded up the corporate ladder from Assistant Brand Manager at Mary Quant to his current role as CEO Worldwide of Saatchi & Saatchi. He shares his observations of corporate output over the past century, charting the journey from Products to Trademarks to Brands. And he proposes that brands, numbed by the assault of commodification and customer indifference, have simply run out of juice. His solution? The creation of products and experiences that build long-term, emotional relationships with consumers and which engender Loyalty Beyond Reason: Lovemarks. With insight and inspiration, Roberts discusses the urgency of taking the next step in the evolution of brands. His ground-breaking business theory advocates infusing brands with the fundamental Lovemark elements: Mystery, Sensuality, and Intimacy.

Mystery enriches the brand experience by drawing on the past, present, and future, the value of myths and icons, the power of inspiration, and by tapping into dreams. Sensuality and the five senses are critical in locating touch-points with consumers. Intimacy is created through commitment, empathy, and passion. The understanding that consumers, not companies, own Lovemarks is fundamental. Roberts shows that not only business mavens, but the special people he calls Inspirational Consumers, can influence the future of commerce.

About the Author

Kevin Roberts is CEO Worldwide of ideas company Saatchi & Saatchi, one of the world's largest and most successful creative organizations, handling more than fifty of the world's most valuable global brands. Heading a team of more than seven thousand people in eighty-two countries, Roberts led Saatchi & Saatchi to become both Advertising Age and Adweek magazines' Global Agency Network of the Year in 2003. He is the author of the best-selling book Lovemarks: the future beyond brands (powerHouse Books, 2004), which has now been translated into fourteen languages, with more than 150,000 copies in print.

Edition details

• Publisher: powerHouse Books,U.S.
• Publication date: 2004
• Language: English
• ISBN 10: 1576872041
• ISBN 13: 9781576872048
• Binding: Hardcover
• Edition number: 1
• Number of pages: 215