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Lovemarks Hardcover – December 1, 2005

3.7 out of 5 stars 57 customer reviews

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Editorial Reviews

Amazon.com Review

Sellout "Brand" or just plain "Bland"? In Lovemarks, advertising giant Saatchi & Saatchi CEO Kevin Roberts delves deep into what mysteries lie behind the long-term success and unwavering customer loyalty for a can of Coke or a pair of Levi's, ultimately concluding that Love is the answer, and without some emotional connection to a product, it will dry up like a generic raisin in the sun. Enter Lovemarks, the new marketing buzzword, which will likely be bandied about at board meetings as vigorously as The Tipping Point.

But before Roberts can get to what in fact a Lovemark means in the worlds of advertising and marketing, he takes us on a virtual tour of his CV. There was his first post at Mary Quant in London, then the gig as New Products Manager of Gillette International in the Middle East, on to CEO of Pepsi in Canada, and later the same role at Lion Nathan in New Zealand. The list goes on, and so does Roberts--on and on--about his achievements and experience building brand awareness and shaking things up (he famously machine-gunned a vending machine at a presentation for a spot on the evening news). More importantly, he succeeds at blasting away the smoke and mirrors that might prevent a creative genius (or an ordinary consumer) from seeing what makes Superman the most beloved super-hero of all time.

Despite the somewhat egocentric approach to taking us there (he is, after-all, a pretty smart guy), we arrive at Roberts's point beautifully, and see what he sees: "That human attention has become our principle currency." And that, in these times, forming long-term emotionally charged relationships with customers is the only way to make a product weather the long haul. And while Roberts speaks to us in a spirited, conversational manner (that makes Lovemarks a pleasure to read), the design of the book seems to work against him, as convoluted typography and a general lack of layout consistency give the book a visually amateurish look. --Christene Barberich --This text refers to an out of print or unavailable edition of this title.

From Publishers Weekly

Roberts, the New York-based CEO Worldwide of Saatchi & Saatchi, believes that his Love brand will change businesses, and this boldly designed volume showcases his argument that through Love, business will connect more deeply with consumers. "I was born an optimist," Roberts begins. "I always looked for opportunities where others faced up to threats or weaknesses. I believed if you were going through hell the only option was to keep going!" And that sentiment runs throughout his book, which weaves his personal history with his brand-making philosophy. While the layout is eye-catching, the text often reads like advertisement pull-outs: e.g. "the power of the edge is one of today’s most compelling ideas" and "to be out front can be lonely and uncomfortable, but remember, the lead husky gets the best view." In the end, it’s ad-folk who will glean most from this volume.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. --This text refers to an out of print or unavailable edition of this title.
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Product Details

  • Hardcover: 248 pages
  • Publisher: powerHouse Books; Revised Edition edition (December 1, 2005)
  • Language: English
  • ISBN-10: 157687270X
  • ISBN-13: 978-1576872703
  • Product Dimensions: 8 x 0.9 x 9.7 inches
  • Shipping Weight: 2.2 pounds (View shipping rates and policies)
  • Average Customer Review: 3.7 out of 5 stars  See all reviews (57 customer reviews)
  • Amazon Best Sellers Rank: #45,428 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

Format: Hardcover
I have met Kevin Roberts and had a chance to chat with him about the "Lovemark" concept when he was giving a speech in Istanbul. I think he is a colorful and brilliant individual who has managed to package some great marketing principles that age back to Bernbach into a great new concept. Though many principles in the book are not fresh to those who are not a novice in marketing literature, I think the term "Lovemark" is brilliant in itself. The design of the book is great with lots of colorful pictures and helpful examples. You sometimes feel that many of the examples are overused and the book is self serving, but it is worth to spend some time with the Lovemark concept.

I have seen an interview with Kevin in Ad Age about how they launched this book to recruit new business into their agency. I think it is a great new business tool and brilliant strategy to lure customers to their shop. I personally think "the HOW" part is missing, how are you going to make your brand into a Lovemark remains a question.

If you are interested in entering into the hearts of customers not just their wallets, you should definetly lend an ear to Kevin.
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Format: Hardcover
Roberts is the CEO of Saatchi & Saatchi, one of the world's largest advertising agencies. Keep that in mind as you read the book because the author uses many of his agency's clients as his examples of brands that evoke emotion. Even with the self-promoting, there are some great messages within this book. The message throughout is that for brands to grow, people need to fall in love with the brands. Not like the brands, LOVE the brands and products. As I write this review, the Chicago White Sox are in the American League Division playoffs. Why do I tell you this? Because no matter what happens with the White Sox, the fact of the matter is that Chicago will always LOVE the Cubs, and they will really, really like the White Sox. And because of this, the Cubs will always draw more fans than the White Sox. Here is one of my favorite take aways from the book; "Human beings are powered by emotion, not by reason." Brands need to generate emotions, and the more the brand is loved, the longer life it will have. Let's face it, a lot of people love Starbucks, but there is no rational reason to spend $2.00 for a cup of black coffee. It is the emotion that sustains Starbucks.
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Format: Kindle Edition Verified Purchase
The book is good but not great. It's not that I had any major disagreement with anything it says, it's just that there is really nothing new in this book, nothing that I have read or lived through a hundred times before. There weren't any "a-ha moments" or breakthrough insights. If you've never read any marketing or branding books before, then you'll probably benefit by reading this. If you're like me, and have read many, many marketing and branding books, you will learn nothing new. When you're the CEO of Saatchi & Saatchi, your book is going to get published; if I had written this book and taken it to a publisher, they would have laughed at me and my incoherent writing style. Some of the concepts in this book, by the way, are also found in the old book "Raving Fans", which I think is more useful. On the positive side, some of the stories are compelling, and the photography and imaging are really interesting (I own the book, not the Kindle edition). Just don't think for a second that this book will turn you into a marketing or branding guru. It won't.
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Format: Hardcover
Finally on page 200 is what I though the book would entail (and that content ends after just 5 pages). Otherwise, it's a coffee table book you put out to make yourself look like you watch the television show Mad Men. The idea of the Lovemark in marketing can be captured in the Wikipedia definition for free online. The book (images and content) already feels dated only a short few years later and was clearly a way to sell Saatchi & Saatchi to win new business (JCPenny resulted). At least marketing an idea (through a book) was an out of the box new biz tactic for them. Kudos. But no need for the book, marketers. Open up your internet browser and have fun.
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Format: Kindle Edition
love is timeless. This is a classic book which hasn't dated. As inspiring now as it was when first written. I still refer to it often.Kevin Roberts, former CEO Worldwide of advertising agency Saatchi and Saatchi, passionately believes that love is the way forward for business. Meeting peoples’ needs, hopes, dreams and desires; or offering something which helps them solve problems for which they’d love a cure is good for people and good for business. “For great brands to survive, they must create Loyalty Beyond Reason, he writes in his book, Lovemarks: The Future Beyond Brands. “The secret is the use of Mystery, Sensuality and Intimacy.”
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Format: Hardcover Verified Purchase
I love love love this book!❤️ Every page is special and filled with gems and nuggets of practical and profound truths. I go back to it often when I want to be inspired and I've given it to several friends.
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Format: Hardcover Verified Purchase
Working at Saatchi & Saatchi, this is a must read. Not a handbook, not a guideline book. A philosophy book. Most of the topics outlined are just common sense and daily life knowledge applied to business. Most of this knowledge you use it already, sometimes a little help is needed when appliyng it. This book guides you through.
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