- Lovemark
Lovemarks is a
marketing technique that is intended to replace the idea ofbrand s. Lovemarks were invented byKevin Roberts , Chief Executive Officer Worldwide of theadvertising agency Saatchi & Saatchi , and are promoted by him and his company. Roberts claims, "Brands are running out of juice." ["Lovemarks", p.35] He considers that "love " is what is needed to rescue brands. Roberts asks, "What builds Loyalty that goes Beyond Reason? What makes a truly great love stand out?" ["Lovemarks", p.76] Roberts suggests the following are the key ingredients to create lovemarks: ["Lovemarks", p.77] ;Mystery: Great stories: past, present and future; taps into dreams, myths and icons; and inspiration;Sensuality: Sound, sight, smell, touch, and taste;Intimacy: Commitment, empathy, and passionRoberts explains the relationship between lovemarks and other selling concepts through a simple schema based on respect and love. The full schema is as follows: mere "products" (commodities) command neither love nor respect. "Fads" attract love, but without respect this love is just a passing infatuation. "Brands" attract respect, even lasting respect, but without love. "Lovemarks", explains Roberts, command both respect and love. This is achieved through the trinity of mystery, sensuality, and intimacy.
In September 2006, Saatchi & Saatchi won a US$430 million
JC Penney contract because of the idea of lovemarks. [ [http://adage.com/vidt?pId=17 How 'Advertising Age' was wrong about Kevin Roberts] News report and discussion by AdAge reporters.] [ [http://tompeters.com/entries.php?note=009202.php Kevin and Penney] Tom Peters reports on this news.]References
*
Notes
References to "Lovemarks" are to the expanded edition, cited above.
External links
* [http://www.lovemarks.com Official website]
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