Loveworks

by Sheehan, Brian; Roberts, Kevin (CON)

• ISBN13: 9781576876404
• ISBN10: 1576876403
• Format: Hardcover
• Copyright: 2013-06-18
• Publisher: Powerhouse Books

Summary

In 2004 Kevin Roberts wrote Lovemarks: the future beyond brands. It was admired by many as a breakthrough in marketing thinking but was also controversial because of its surprisingly obvious thesis: that emotional connections are at the heart of sustained relationships between producers, retailers, and consumers. While many companies were using the language of war in their marketing (target, penetrate, ambush), Roberts was using the language of love (mystery, sensuality, intimacy). He explained in simple terms what people are often loath to admit: we make decisions with our emotions over our reason. Lovemarksmapped the journey by which brands could move from consumer respect based on intellect, to consumer love based on emotion-and in return gain "loyalty beyond reason." In 2010 Advertising Agemagazine named Lovemarksone of their "ideas of the decade," while noting that the roadmap for brands to achieve Lovemark status was still not entirely clear. This book, Loveworks, adds to Lovemarksin an essential way. Inside, it provides real world business examples and outlines the roadmaps followed by several famous brands to achieve Lovemark status. Loveworksshows in detail how many of the world's top marketing companies, including Procter & Gamble, Toyota, Kraft, General Mills, and Diageo have won in the marketplace by applying the theory. These companies have maintained a laser-like focus on making and sustaining emotional connections with consumers. Loveworksfeatures 20 case stories from clients and markets worldwide in widely varying categories. It shows that Lovemarks thinking works, anywhere, anytime-all it takes is the brains to implement it, the guts to see it through, and an abiding faith in emotion as your compass.