Lovemarks The Future Beyond Brands Kevin Roberts [pdf]
Lovemarks: The Future Beyond Brands - Kevin Roberts [pdf]
"Ideas move mountains, especially in turbulent times. Lovemarks is the product of the fertile-iconoclast mind of Kevin Roberts, CEO Worldwide of Saatchi and 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
"If you are a marketing student: this book is more helpful and inspiring
than your actual courses. If you're passionate about marketing and
college is dampening that fire, read this and your love for the
disipline will be stronger than ever!"
"Roberts is the CEO of Saatchi and Saatchi, one of the world's largest
advertising agencies. Keep that in mind as you read the book because the
author uses many of his agency's clients as his examples of brands that
evoke emotion. Even with the self-promoting, there are some great
messages within this book. The message throughout is that for brands to
grow, people need to fall in love with the brands. Not like the brands,
LOVE the brands and products. As I write this review, the Chicago White
Sox are in the American League Division playoffs. Why do I tell you
this? Because no matter what happens with the White Sox, the fact of the
matter is that Chicago will always LOVE the Cubs, and they will really,
really like the White Sox. And because of this, the Cubs will always
draw more fans than the White Sox. Here is one of my favorite take aways
from the book; "Human beings are powered by emotion, not by reason."
Brands need to generate emotions, and the more the brand is loved, the
longer life it will have. Let's face it, a lot of people love Starbucks,
but there is no rational reason to spend $2.00 for a cup of black
coffee. It is the emotion that sustains Starbucks."
"Sellout "Brand" or just plain "Bland"? In Lovemarks, advertising
giant Saatchi and 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.
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