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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It wasn’t, “How to breathe new life into brands?

Fads attract love, but without respect this love is just a passing infatuation. Nov 28, db rated it it was ok. I loved the idea of “lovemarks” and loyalty beyond reason. They have that sustaining ability to tap into our dreams and aspirations. Kfvin page was last edited on 27 Februaryat Nov 04, Christian Jerez Noboa rated it really liked it.

Let me show you what I mean. You feel pain when it is withdrawn. If you stand for nothing, you fall for everything. Highly-evolved brands that are dedicated to engaging emotionally, rather than the table stakes of rational benefits and attributes.

You want to be close. Like Love in Business. Who stole the marketing industry? We are seeing national indexes of happiness, insurrections against control, and revolts against materialism. Nonetheless it’s thought provoking and inspirational in its overall message.

May 03, Teri Temme rated it it was amazing. Formulas have no imagination or empathy. The new chapter, “Diamonds in the Mine,” is an insightful collection of ideas for producers and consumers, for owners of small stores and operators of superstores.


People have to love, truly love the experience you offer. And putting this right brings us straight into the arms of Love and Lovemarks. Jun 27, Lawson Hembree rated it really liked it Shelves: Marketing is experiencing a radical change. First public outing in This reflects the power shift to customers. Here’s what the shift from New to Now looks like:. This is the ground where the future will be won and lost.

Future Beyond Brands – Kevin Roberts

E7 has my focus. My contention is that what should not change is whatever we do that connects most powerfully with people.

I call them Lovemarks. I needed a game changer. In the Age of Now it’s all about the single question consumers have of you: The very human quality of wanting-to-know–that’s what I believe can transform research and put it back where it belongs: You get row upon row of what I call kevvin.

And focus on how we can connect with her.

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

Remember the billboard that simply said: Like when they replaced the memorable ‘Flesh’ with the bland ‘Peach’. You’ll get the essential information you need to do your job better, including 7 free articles per month on Ad Age and Creativity Ability to comment on articles and creative work Access to 9 custom e-newsletters like Ad Age Daily, Ad Age Digital and Llovemarks Strategy To get unlimited content robertd more benefits, check out our Membership page.


It brings to mind a number of brands and ideas all around us. Lessons from the best: We need to understand what has lovemaeks and significance for them, not roberhs what they buy and use. The importance of chatbot and how it is going to be useful in educational industry was noticed by the Can The book was recommended by some fellow photographers who practice the idea, so it was easier for me to draw parallels between the almost-abstract concepts and their real-life practice.

And the only question that matters to consumers right now is: They all research the same stuff using the same processes and–not surprisingly–get the same numbers.

Roberts asks, “What builds Loyalty that goes Beyond Reason? There are too many people following the same rule book. Though the ideas may not all be new in life, they are relevant and new to many in the way we have been taught to market. Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, “The shift is to go from the segment to the individual.

Lovemarks are the future beyond brands. If you are getting into brand thinking and either side of propaganda, this is an important station in the timeline of your learning. Feb 12, Paul Rojas rated it it was amazing.