Lovemarks: The Future Beyond Brands

Lovemarks: The Future Beyond Brands
Library Shelf Location 39.ROBE
Publication Date 2004
Description In Lovemarks: The Future Beyond Brands, Kevin Roberts offers a lively, critical assessment of brands and the problems that face them in an increasingly competitive world. Roberts recounts some of his defining, personal experiences from the past three decades, as he bounded up the corporate ladder from Assistant Brand Manager at Mary Quant to his current role as CEO Worldwide of Saatchi & Saatchi. He shares his observations of corporate output over the past century, charting the journey from Products to Trademarks to Brands. And he proposes that brands, numbed by the assault of commodification and customer indifference, have simply run out of juice. His solution? The creation of products and experiences that build long-term, emotional relationships with consumers and which engender Loyalty Beyond Reason: Lovemarks. With insight and inspiration, Roberts discusses the urgency of taking the next step in the evolution of brands. His ground-breaking business theory advocates infusing brands with the fundamental Lovemark elements: Mystery, Sensuality, and Intimacy. Mystery enriches the brand experience by drawing on the past, present, and future, the value of myths and icons, the power of inspiration, and by tapping into dreams. Sensuality and the five senses are critical in locating touch-points with consumers. Intimacy is created through commitment, empathy, and passion. The understanding that consumers, not companies, own Lovemarks is fundamental. Roberts shows that not only business mavens, but the special people he calls Inspirational Consumers, can influence the future of commerce.
ISBN 1576872041
Quantity 1
Pages 221
Author Kevin Roberts
Format Hardcover
Publisher Powerhouse Books
Category Advertising
Keyword Branding
Language English

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