Lovemark
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Lovemarks are a marketing technique that is intended to replace the idea of brands. Lovemarks were invented by Kevin Roberts, Chief Executive Officer Worldwide of the advertising agency Saatchi & Saatchi, and are promoted by him and his company. Roberts claims, "Brands are running out of juice." [1] 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?"[2] Roberts suggests the following are the key ingredients to create lovemarks: [3]
- 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
In September 2006, Saatchi & Saatchi won a US$430 million JC Penney contract because of the idea of lovemarks.[4][5]
[edit] References
- Roberts, Kevin (2005). Lovemarks: The Future Beyond Brands, Expanded edition, NY: powerHouse Books. ISBN 1-57687-270-X.
[edit] Notes
References to Lovemarks are to the expanded edition, cited above.
- ^ Lovemarks, p.35
- ^ Lovemarks, p.76
- ^ Lovemarks, p.77
- ^ How 'Advertising Age' was wrong about Kevin Roberts News report and discussion by AdAge reporters.
- ^ Kevin and Penney Tom Peters reports on this news.
