Lovemarks is a marketing concept that is intended to replace the idea of brands. The idea was first widely publicized in a book of the same name written by Kevin Roberts, CEO of the advertising agency Saatchi & Saatchi. “Ideas move mountains, especially in turbulent times. Lovemarks is the product of the fertile-iconoclast mind of Kevin Roberts, CEO Worldwide of Saatchi. Kevin Roberts passionately believes that love is the way forward for business. In his second book, Lovemarks: The Future Beyond Brands, Roberts recounts the.
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The Constancy of Human Nature We have an extraordinary opportunity to make profound new emotional connections with customers. The unchanging emotional repertoire of human beings, our shared heritage, ensures that the world of tomorrow will be basically as familiar to us as the world of yesterday.
One of my themes is the constancy of human nature. Because to adapt best to a changing world, you have to know what should not change, and you should base that on what cannot change.
Lovemarks: the future beyond brands (Expanded Edition)
My contention is that what should not change is whatever we do that connects most powerfully with people. An opportunity to truly connect with people.
An opportunity to tap into human emotion more deeply than we have ever done before. And have people love us for it. Let me show you what I mean. This is where enduring marriages and life-time love affairs belong, along with the places you really want to work, and the destinations in life that inspire and excite you. But today these brands are just playing with table stakes. They are simply staying in the game. The last five years or so have seen significant change in business and in marketing.
The challenges of the Internet and fragmenting media, the possibilities of personalisation and customisation, the pressures of globalisation. Infinite possibilities seem to proliferate like viruses. And they can rapidly spin out of control, without meaning, direction or firm purpose. I believe that we must stop racing after every new possibility on the media map.
Future Beyond Brands – Kevin Roberts
We must instead fix on the fundamentals of human nature. You may have read the interview with me about Trustmarks in the September edition of Fast Company.
I said there this thinking was a work-in-progress and I meant it. Trustmarks were a transitional phase in my thinking.
Death of a Thousand Yawns Brands and branding are approaching the end-game. The discipline has been buffed by so many smart and eager practitioners that there is little traction left. Refinements on refinements on refinements are now called exciting new developments. I see a game-breaking opportunity opening up in the reinvention of brands.
Brands today are suffering the death of a thousand yawns. How do we wake up? By acknowledging that great brands have always been created with love, with inspiration, with emotion. By keeping the emotional juice of brands that must never change, and dumping all those formulas and processes. I call them Lovemarks. They build on respect, but they also make those crucial emotional connections. This is the ground where the rroberts will be won and lost. This reflects the power shift to customers.
Our future lies with emotional connections built on respect, sure, but suffused with Love. This is how our partners, our friends and our families touch us. We all know that Love links us in many lvemarks ways — as lovenarks who have been together for years, as parents and children, as close friends, as lovers.
We all know that Love needs time. And we all know that Love cannot be demanded. Lovemadks can only be given. It is from this knowledge that every human being shares, from this emotional truth that Lovemarks have emerged. I suggest that connecting with people is something we are not doing very well right now.
Believe in Love: The Lovemarks Effect
And putting this right brings robdrts straight into the arms of Love and Lovemarks. I see Lovemarks wrapped in great stories and great metaphors. Many of them are infused with secret ingredients and iconic characters. They skillfully combine past, present and future. They have that sustaining ability to tap into our dreams and aspirations.
Sure it is hard to quantify mystery; as Homer Simpson might say: All I know is that it wells up from the rich alchemy of human emotion. Sensuality Along lovemarka mystery I know a Lovemark has sensuality.
They cry out to be touched. There is no way we can understand the world without experiencing it first through the radar of lovemarkks five senses. The American poet and essayist Diane Ackerman tells us why: These elements both play to and challenge every aspect of what you do, from your product development and design to your packaging and your advertising.
The five sensuality factors are a simple and humanistic matrix that you could roll across your company tomorrow. These degrees of sensuality are probably why the research vampires go so wrong when they attempt to plumb emotion with their questionnaires and interviews.
The tools are blunt and measure the wrong things: And what do they tell us?
What people know, what they say, and what they do. We need to know what people feel. Our big questions have to be: Think about the I-Mac. It plays to all the ksvin.
And how did Apple doberts taste? Remember the billboard that simply said: Intimacy The third signature of a Lovemark is that people feel they have an intimate connection with it. Intimacy is about body contact, scent, touch. You want to be close. You feel pain when it is withdrawn.
The signposts about community, loyalty and relationships fit right here. People have to love, truly love the experience you offer. It is the sort of love that gets families through the hard times. The love that works on autopilot when you are distracted or inattentive. Love in the bank, if you like. Davids and Goliaths Only a few, a very few of the great brands are also Lovemarks. These Davids have given me a special insight. The adage about love holds true: Getting the Premium From Love We ,evin something from everyone who tells us what they think, and most importantly, what they feel.
Future Beyond Brands The Constancy of Human Nature We have an extraordinary opportunity to make profound new emotional connections with customers. To me what makes Lovemarks stand out is their mystery, their sensuality and their intimacy.