The Lovemarks Effect
Winning in the Consumer Revolution
Love in the marketplace - who would have thought it possible? When Kevin Roberts groundbreaking book Lovemarks: the future beyond brands was launched, the face of advertising changed.
The concept of Lovemarks, not trademarks, dropped the L word into the world of ideas, marketing, and communications. The effect was electric; the responses ranged from emotionally inspired to intellectually inflamed. And from consumers, the response has been an outpouring of energy and enthusiasm, commitment, and love.
Now, The Lovemarks Effect, the latest offering by Roberts, explores the fresh and exhilarating terrain created by Lovemarks.
The Lovemarks Effect brings together the most engaging and insightful ideas and stories. It offers in-depth commentary from business, science, and creative luminaries who have been engaged in, and affected by, Lovemarks power to make a difference in the world.
As Kevin Roberts says, the idea that the consumer owns the brand has started a revolution. There is no turning back. Once consumers have tasted the freedom of Lovemarks they will become ever more creative, ever more engaged, and ever more involved.
The next five years will change the face of business as we know it. The Lovemarks revolution is underway.
- Inspirational Stories. The Lovemarks Effect features the voices of dozens of inspirational business owners and managers, designers, engineers, retailers, marketers, advertisers and, most importantly, inspirational consumers.
Contributors include marketing guru Tom Peters, Nobel Laureate Arno Penzias and award winning writer Malcolm Gladwell. From the business world there is P&G’s Global Marketing Officer, Wal-Mart’s Chief Marketing Officer, CEOs from Benetton, Victorinox, Diesel, Ben & Jerry’s and more. Great consumer comments from Lovemarks.com feature throughout.
- Hard proof. Research by QiQ International literally quantifies Love and Respect, and how a brand’s emotional connections with consumers relate to business results.
- Practical advice. A 7-step guide to putting Lovemark principles into practice. The book provides a systematic, practical approach to help businesses and products make the transformation from brand to Lovemark. This section is furnished with insights and advice from 28 Inspirational Owners, CEOs and senior marketers.
- Big ideas. The book explores some big ideas associated with Lovemarks. There’s a chapter on the role design has to play in making Lovemarks, an investigation into how shoppers can be won over with Mystery, Sensuality and Intimacy, and chapters on sustainability and the “attraction economy“.
- Great work. This is where we show how Saatchi & Saatchi have put Lovemarks to work for our customers. An inspirational chapter pulls together a selection of great work by Saatchi agencies from around the globe.
The studies validate the cornerstone qualities that help to make a brand a Lovemark, and ultimately find that ‘there is conclusive evidence that creating a Lovemark will increase sales’. This is a compelling case for why we need to pursue Love and Respect over and above everything else.
