About the book
Kevin Roberts, chief executive of the advertising agency Saatchi & Saatchi, contends that brands have run out of juice and that love can rescue them. He offers the lovemark as their replacement and sorts the market by respect and love: commodities earn neither, fads attract love without respect, brands earn respect without love, and lovemarks command both. The route there runs through mystery, which draws on stories, dreams and icons; sensuality, which works through all five senses; and intimacy, built on commitment, empathy and passion. A revised edition added a chapter on shopping as an emotional experience, titled Diamonds in the Mine. Saatchi & Saatchi won a $430 million JC Penney contract on the strength of the lovemarks idea.
Poke head of strategy Bogdana Butnar put it on her Ultimate Books to Read list of essential reading for advertising.
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This book has 1 recommendation
Recommended by Bogdana Butnar (Head of Strategy/Poke)
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