Lovemarks is the product of the fertile-iconoclast mind of Kevin Roberts, CEO Worldwide of Saatchi & Saatchi. Roberts argues vociferously, and with a ton of. Modern marketing is about creating ‘lovemark’ brands that engage According to Saatchi & Saatchi executive chairman, Kevin Roberts. Why Kevin Roberts’ Lovemarks Are More Valid Than Ever | Agency News – Ad Age

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He caught up with CMO ahead of the conference to talk about the death of marketing as we know it, creative leadership, and why marketers should be leading digital disruption. Because to adapt best to a changing world, you have to know what should not change, and you should base that on what lovemarka change.

Why Lovemarks Are More Valid Than Ever, or Welcome to the Age of Now

Our big questions have to be: But looking at the numbers is not where the game is going to be won. Here are three ways Lovemarks might expand to change the world:.

Prius and Cheerios were two U. How do we wake up?

Why Kevin Roberts’ Lovemarks Are More Valid Than Ever | Agency News – Ad Age

Published December 1st by powerHouse Books first published April 1st Retrieved from ” https: Is customer segmentation dead? Lovemarks is a marketing concept that is intended to replace the idea of brands.


And the whole equation is fuelled by CQ: Do I want to share it? Preview — Lovemarks by Kevin Roberts. If you’re looking for a launching pad and a guide, it’s great.

They are simply staying in the game. It brings to mind a number of brands and ideas all around us. The who, what and how. Nothing enlightening like the incredible Olgilvy on Advertising, this book exists because the author is rich and famous. We need to understand what has meaning and significance for them, not just what they buy and use. Creativity is about connecting things. In the Era of New marketing, it was all about your product.

Coke listened and took the new formula off the market. Roberts is witty and everything in this book, from his writting style to design layout of each page, was well-thought out and captivating. Kevin Duncan describes the concept in more traditional marketing terms, noting that there are “two axes,” one of which runs from low to high respect, and the other which runs from low to high love.

There are too many people following the same rule book. By keeping the emotional juice of brands that must never change, and dumping all those formulas and processes.


Nov 27, Zachary Jones rated it really liked it. 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. They all research the same stuff using the same processes and–not surprisingly–get the same numbers.

Membership is free, and your security ekvin privacy remain protected. Yet, the client world ran mostly on rational appeals and exchanges, pummeling people with “-er” words like whiter, brighter, cleaner, faster, newer and — the race-to-the-bottom word — cheaper. Don’t overdo consumer research in brand By Adrianne Pasquarelli – 16 hours ago. Ginni Rometty, the CEO of IBM, announced the death of customer segmentation lovfmarks years ago kevi, “The shift is to go from the segment to the individual.

So read weird stuff, experience unusual things, and ask difficult questions. To get there, Robefts must not only harness data and digital, they also require an IQ in creative leadership. The Future Beyond Brands Cover of the first edition.

There are no discussion topics on this book yet. Sensuality Along with mystery I know a Lovemark has sensuality.