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Kevin Roberts passionately believes that
love is the way forward for business. In his second book,
Lovemarks: the future beyond brands, Roberts recounts the
journey from Products to Trademarks to Brands—and the
urgency of taking the next step up—to Lovemarks.
Roberts offers a lively, critical assessment of brands and
the problems that face them in an increasingly competitive
world. His argument is straightforward. Numbed by the assault
of commodification and customer indifference, brands have
simply run out of juice.
The solution? The creation of products and experiences that
will create long-term emotional relationships with consumers.
To get there, Roberts advocates infusing brands with three
fundamental Lovemark elements: Mystery, Sensuality, and Intimacy.
Mystery enters by drawing on the past, present, and future;
the value of myths and icons; and the power of inspiration;
and by tapping into dreams. Sensuality and the five senses
can be used to locate touch-points with consumers. Intimacy
is created through commitment, empathy, and passion. The
power of these dynamic forces is captivatingly presented
with lively anecdotes, living examples, and graphic illustrations
drawn from the world of advertising and beyond.
The idea that consumers, not companies, own Lovemarks is
fundamental. This book shows that not only business mavens,
but the special people that Roberts calls “Inspirational
Consumers,” can shape the future of commerce. When
everyone is talking about a product, it's a safe bet that
it's a Lovemark.
With a foreword by Procter & Gamble’s
Chairman and President,
A.G. Lafley, the book also includes insights from business
leaders, ideas people, and artists, including Cambridge University’s
Sandra Dawson, former rugby All Blacks captain Sean Fitzpatrick,
Visionaire editor Cecilia Dean, author Malcolm Gladwell,
Founding Editor of Fast Company magazine Alan Webber, Nike’s
Clare Hamill, and Toyota Motor Corporation’s Yoshio
Ishizaka.
The book is an entertaining, elucidating, and ultimately
inspiring vision of the rejuvenation of brands through the
power of love and the responsibility of business to fulfill
one of its key functions—to make the world a better
place.
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.
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