Lovemarks: The Future Beyond Brands (Hardcover)

by Kevin Roberts (Author) "I always looked for opportunities where others faced up to threats or weaknesses..." (more)
Key Phrases: Inspirational Consumers, New Zealand, General Mills (more...)

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

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.

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Product Details

• Hardcover: 224 pages
• Publisher: powerHouse Books (April 2004)
• Language: English
• ISBN-10: 1576872041
• ISBN-13: 978-1576872048
• Product Dimensions: 10 x 8.1 x 0.8 inches
• Shipping Weight: 2 pounds
• Average Customer Review: 3.6 out of 5 stars See all reviews (30 customer reviews)
• Amazon.com Sales Rank: #551,674 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

20 of 28 people found the following review helpful:

5.0 out of 5 stars Loyalty Beyond Reason, January 4, 2005

By	T SANTOSO (Surabaya, Jatim Indonesia) - See all my reviews (REAL NAME)

I love this book. I run a web design / graphic design / multimedia company and i think this is a good book to INSPIRE my people, and my friends. I will order more! to give away ;-)

I love the style (okay i am biased toward right-brain-type of books), I love the pictures, I love the idea.

Mystery, Sensuality, Intimacy : hmmm seems like we have a good "frameworks" of Lovemarks. Love and Respect axis idea is brilliant.

At the back cover of the book: "The idealism of Love is the new realism of business. By building Respect and inspiring Love, business can move the world."

Book that inspire people are rare. and this is one of them. i love this one sentence:

I was born an optimist. 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.

If you are related to IDEA/ADVERTISING/DESIGN world this one is definetely for you. If you are not, this one still worth buying!!!

***** Note to Review reader: I believe that credibility of reviewer is key to analizing a book reviewed with a lot of bias (some give 5 stars, some give one), check out the reviewers' other review book for source of reference, if you find none, be careful, some people are just spitting for other purposes....

4 of 5 people found the following review helpful:

4.0 out of 5 stars Brilliant Packaging but Not New!, January 23, 2007

By	Baris Ozaydinli (Istanbul) - See all my reviews

This review is from: Lovemarks: The Future Beyond Brands (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.

6 of 8 people found the following review helpful:

1.0 out of 5 stars Would you pay for an advertising flyer?, May 12, 2007

By	Research Freak "RF" (D.C.) - See all my reviews

Well, you will if you buy this book! If you're in the industry there's nothing in this book you don't already know! If you're not in the ad industry, then by all means, go ahead and buy it so you can see how clever it is to publish a self-serving eye candy full of propaganda for Saatchi and Saatchi and Kevin Roberts concealed as a book about branding!