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. In the book Roberts claims, "Brands are running out of juice". He considers that love is what is needed to rescue brands.

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dbpedia-owl:abstract
  • 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. In the book Roberts claims, "Brands are running out of juice". 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?" Roberts suggests the following are the key ingredients to create lovemarks: 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 passion Roberts 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. Some marketers question the usefulness of the Lovemarks concept. A recent study tested whether one of Robert's Lovemarks - Nike - actually enjoyed higher than expected brand loyalty. The study, based on analysis of TNS consumer panel data, found Nike did not exhibit higher than usual loyalty. In September 2006, Saatchi & Saatchi won a US$430 million JC Penney contract because of the idea of lovemarks.
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  • 978-1576872048
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  • 224 (xsd:integer)
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  • The Lovemarks Effect: Winning in the Consumer Revolution
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  • Cover of the first edition
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  • 978 (xsd:integer)
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  • Print
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  • Lovemarks:
  • The Future Beyond Brands
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  • 224 (xsd:integer)
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  • April 2004
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  • 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. In the book Roberts claims, "Brands are running out of juice". He considers that love is what is needed to rescue brands.
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  • Lovemark
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  • Lovemarks:
  • The Future Beyond Brands
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