Books

Lovemarks: The Future Beyond Brands
Hope Is Not a Strategy: The 6 Keys to Winning the Complex Sale
Positioning: The Battle for Your Mind
The Brand Gap: How to Bridge the Distance Between Business Strategy and Design
One Minute Sales Person, The : The Quickest Way to Sell People on Yourself, Your Services, Products, or Ideas--at Work and in Life
How Customers Think: Essential Insights into the Mind of the Market
Permission Marketing : Turning Strangers Into Friends And Friends Into Customers
The Wisdom of Crowds: Why the Many Are Smarter Than the Few and How Collective Wisdom Shapes Business, Economies, Societies and Nations
Trading Up: The New American Luxury
Why We Buy: The Science Of Shopping
Born to Buy : The Commercialized Child and the New Consumer Culture
The Complete Tightwad Gazette
The Influentials: One American in Ten Tells the Other Nine How to Vote, Where to Eat, and What to Buy
Building Strong Brands
The Overspent American: Why We Want What We Don't Need
Mass Affluence: Seven New Rules of Marketing to Today's Consumer
A Consumers' Republic : The Politics of Mass Consumption in Postwar America
Mystery Shopping Made Simple
The Big Fix: How the Pharmaceutical Industry Rips Off American Consumers (Publicaffairs Reports)
Why People Buy Things They Don't Need : Understanding and Predicting Consumer Behavior
Don't Think Pink: What Really Makes Women Buy -- and How to Increase Your Share of This Crucial Market
Just Ask a Woman: Cracking the Code of What Women Want and How They Buy
Shocked, Appalled, and Dismayed! How to Write Letters of Complaint That Get Results
Suzy Gershman's Born to Shop Italy : The Ultimate Guide for Travelers Who Love to Shop (Born To Shop)
Managing Brand Equity

Average customer rating:

Would you pay for an advertising flyer?
Changed My Perspective
Good principles about how to build great brands
Brilliant Packaging but Not New!
Wonderfully Pure and Excellent!

Lovemarks: The Future Beyond Brands
Kevin Roberts
Manufacturer: powerHouse Books
ProductGroup: Book
Binding: Hardcover

General | Business & Investing | Subjects | Books

Advertising | Marketing & Sales | Business & Investing | Subjects | Books

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ASIN: 157687270X

Amazon.com

Sellout "Brand" or just plain "Bland"? In Lovemarks, advertising giant Saatchi & Saatchi CEO Kevin Roberts delves deep into what mysteries lie behind the long-term success and unwavering customer loyalty for a can of Coke or a pair of Levi's, ultimately concluding that Love is the answer, and without some emotional connection to a product, it will dry up like a generic raisin in the sun. Enter Lovemarks, the new marketing buzzword, which will likely be bandied about at board meetings as vigorously as The Tipping Point.

But before Roberts can get to what in fact a Lovemark means in the worlds of advertising and marketing, he takes us on a virtual tour of his CV. There was his first post at Mary Quant in London, then the gig as New Products Manager of Gillette International in the Middle East, on to CEO of Pepsi in Canada, and later the same role at Lion Nathan in New Zealand. The list goes on, and so does Roberts--on and on--about his achievements and experience building brand awareness and shaking things up (he famously machine-gunned a vending machine at a presentation for a spot on the evening news). More importantly, he succeeds at blasting away the smoke and mirrors that might prevent a creative genius (or an ordinary consumer) from seeing what makes Superman the most beloved super-hero of all time.

Despite the somewhat egocentric approach to taking us there (he is, after-all, a pretty smart guy), we arrive at Roberts's point beautifully, and see what he sees: "That human attention has become our principle currency." And that, in these times, forming long-term emotionally charged relationships with customers is the only way to make a product weather the long haul. And while Roberts speaks to us in a spirited, conversational manner (that makes Lovemarks a pleasure to read), the design of the book seems to work against him, as convoluted typography and a general lack of layout consistency give the book a visually amateurish look. --Christene Barberich

Book Description

Tom Peters, one of the most influential business thinkers of all time, described the first edition of Lovemarks: the future beyond brands as "brilliant." He also announced it as the "Best Business Book" published in the first five years of this century. Now translated into fourteen languages, with more than 150,000 copies in print, Lovemarks is back in a revised edition featuring a new chapter on the peculiarly human experience of shopping. The new chapter, Diamonds in the Mine, is an insightful collection of ideas for owners of small stores and operators of superstores, for producers and consumers. So forget making lists! Shopping, says Kevin Roberts, is an emotional event. With this as a starting point, he looks at the history of shopping and how it has changed so dramatically over the last ten years. Using the Lovemark elements of Mystery, Sensuality, and Intimacy, Roberts delves into the secrets of success that can be used to create the ultimate shopping experience. "Ideas move mountains, especially in turbulent times. 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 data to support him, that traditional branding practices have become stultified. What's needed are customer Love affairs. Roberts lays out his grand scheme for mystery, magic, sensuality, and the like in his gloriously designed book Lovemarks." (Tom Peters)

Customer Reviews:

Would you pay for an advertising flyer?.......2007-05-12

Well, you will if you buy this book! If you're in the industry there's nothing in this book you don't already know! If you're not in the ad industry, then by all means, go ahead and buy it so you can see how clever it is to publish a self-serving eye candy full of propaganda for Saatchi and Saatchi and Kevin Roberts concealed as a book about branding!

Changed My Perspective.......2007-03-13

I highly recommend this book. The format makes it entertaining to read. The concepts are fresh and crisp. The writing style of Kevin Roberts, is as if you are an old friend -- sharing a glass of wine over dinner with him.

Good principles about how to build great brands.......2007-03-12

I really enjoyed this book, building emotion based links with your customers it's a necessary task in the competitive business scenario of nowadays, and Kevin Roberts explains a framework how many successful brands have done it, and the principles that drives his personal view of the future of brands are very well explained.
Reading the book it's a stunning visual experience too, almost every page has a lot of pictures that makes you understand clearly what it's talking about (a picture is a thousand words worth).
I think that every category needs a very specific combination of the values shown in the book, but that it's not deepened and I missed it a lot, because it can make you understand the emotion that drives every product in ever category. Well, I think that the latter it's our work!

Brilliant Packaging but Not New!.......2007-01-23

I have met Kevin Roberts and had a chance to chat with him about the "Lovemark" concept when he was giving a speech in Istanbul. I think he is a colorful and brilliant individual who has managed to package some great marketing principles that age back to Bernbach into a great new concept. Though many principles in the book are not fresh to those who are not a novice in marketing literature, I think the term "Lovemark" is brilliant in itself. The design of the book is great with lots of colorful pictures and helpful examples. You sometimes feel that many of the examples are overused and the book is self serving, but it is worth to spend some time with the Lovemark concept.

I have seen an interview with Kevin in Ad Age about how they launched this book to recruit new business into their agency. I think it is a great new business tool and brilliant strategy to lure customers to their shop. I personally think "the HOW" part is missing, how are you going to make your brand into a Lovemark remains a question.

If you are interested in entering into the hearts of customers not just their wallets, you should definetly lend an ear to Kevin.

Wonderfully Pure and Excellent!.......2006-09-24

Should be required reading for all those in the communications industry. If we all followed these simple observations the world of advertising would be a much better place! Kudos Mr. Roberts!

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