Lovemarks

by Roberts, Kevin

• ISBN13: 9781576872703
• ISBN10: 157687270X
• Edition: Revised
• Format: Hardcover
• Copyright: 2005-11-04
• Publisher: Powerhouse Books

Summary

Lovemarks challenges business to reinvent the relationship between consumers and producers in the most radical way Now translated into fourteen languages, Lovemarks is firmly established as an international business phenomenon. In this expanded edition of Lovemarks: The Future Beyond Brands, Kevin Roberts takes on the nine trillion dollar retail industry. A new chapter, Diamonds In The Mine, explores the experience of shopping from a Lovemarks perspective, and shows how some retailers are creating a "Theater of Dreams" to win lovalty bevond reason. Book jacket.

Table of Contents

Foreword	9	(2)
A.G. Lafley
Start Me Up	11	(12)
Here's what I learned from five great businesses I've worked for:
Always surround yourself with Inspirational Players
Zig when others zag
Get out of the office and into the street
Live on the edge
Nothing is Impossible
Time Changes Everything	23	(14)
The journey from products to trademarks, from trademarks to brands
A quick look at why brands are running out of juice as they confront the Attention Economy
Emotional Rescue	37	(12)
Why I believe emotional connections can transform brands
If you spend your days reviewing data, read every word of this chapter
Twice
Insights: Maurice Levy, Publicis Groupe
All You Need Is Love	49	(10)
Taking brands to the next level depends on one four-letter word: L-O-V-E
Insights: Sean Fitzpatrick, sportsman; Tim Sanders, Yahoo!
Gimme Some Respect	59	(6)
Love will change the way we do business, but only if it is built on Respect
No Respect, no Love
Simple
Let's celebrate what Respect has achieved
Love Is In The Air	65	(8)
Okay, so how do you create Loyalty Beyond Reason
Insights: Alan Webber, Fast Company magazine
Beautiful Obsession	73	(8)
So what are Lovemarks
They inspire Loyalty Beyond Reason through their obsession with Mystery, Sensuality, and Intimacy
Here are our first ideas about putting them into action
Insights: Jim Stengel, Procter & Gamble
All I Have To Do Is Dream	81	(22)
Understand how Mystery can transform relationships with consumers
Great stories; mythic characters; the past, present, and future together; dreams and inspiration
Be inspired by the ideas and actions of great Mystery makers
Insights: Dan Storper, Putumayo World Music; Cecilia Dean, Visionaire magazine; Maurice Levy, Publicis Groupe; Sean Landers, artist
The Human Touch	103	(24)
The five senses--sight, hearing, smell, touch, taste--make Lovemarks real in the world
Leading sensualists show how they move us
Insights: Dan Storper, Putumayo World Music; Masao Inoue, Toyota; Alan Webber, Fast Company magazine
Close To You	127	(18)
Intimacy is the challenge of our time
Intimacy demands time and genuine feeling, both in very short supply
See how businesses deep into Intimacy can create empathy, commitment, and passion
Insights: Clare Hamill, Nike Goddess
Across The Border	145	(8)
The Love/Respect Axis is your first step
By plotting where you are today, you can trace where you need to go
Using the Love/Respect Axis, Kodak shows how it reinvigorated itself with the youth market
Insights: Eric Lent, Kodak
Diamonds In The Mine	153	(22)
How do you turn Shoppers into Buyers
With Mystery, Sensuality, and Intimacy
The store is the new creative opportunity, a space just waiting to become a Theater of Dreams
Insights: Dan Storper, Putumayo World Music
I Can See Clearly Now	175	(16)
The reinvention of research
Xploring and power listening--and powerful new proof that Lovemarks are what matter most to consumers
Insights: Malcolm Gladwell, writer; Peter Cooper, QualiQuant International; Jim Stengel, Procter & Gamble; Masao Inoue, Toyota; Clare Hamill, Nike Goddess
I'll Follow The Sun	191	(16)
An Inspirational Consumer is precious beyond measure
Saatchi & Saatchi people share their most inspiring consumer stories
Tell me yours at www.lovemarks.com Insights: Tim Sanders, Yahoo!; Malcolm Gladwell, writer
Rolling Thunder	207	(16)
Lovemarks in action
Real life client stories from Olay, Brahma beer, Lexus, Cheerios, and Tide showing the power of Mystery, Sensuality, and Intimacy
What The World Needs Now	223	(15)
The role of business is to make the world a better place for everyone
Becoming a Lovemark has to be the destination of every business
Step up to the challenge
Insights: Sandra Dawson, Cambridge University; Alan Webber, Fast Company magazine; Dr
Arno Penzias, Nobel Prize winner; Bob' Isherwood, Saatchi & Saatchi
Index / Further Reading	238