Lovemark
Followed by | The Lovemarks Effect: Winning in the Consumer Revolution (2006) |
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Lovemarks is a
- Mystery:
- 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.
Kevin Duncan describes the concept in more traditional marketing terms, noting that there are "two axes," one of which runs from low to high respect, and the other which runs from low to high love.[4] For a brand to transcend into "lovemark" category, it has to be high on both axes at once. Duncan sums up the concept in one sentence thus: "Creating loyalty beyond reason requires emotional connections that generate the highest levels of love and respect for your brand."[5]
In September 2006, Saatchi & Saatchi won a US$430 million
References
- ^ Lovemarks, p.35
- ^ Lovemarks, p.76
- ^ Lovemarks, p.77
- ^ Duncan, K. Marketing Greatest Hits: A Masterclass in Modern Marketing Ideas. A&C Black, 2010, p68
- ^ Duncan, K. Marketing Greatest Hits: A Masterclass in Modern Marketing Ideas. A&C Black, 2010, p71
- ^ How 'Advertising Age' was wrong about Kevin Roberts
- ^ Kevin and Penney Archived 2006-11-11 at the Wayback Machine
Further reading
- Cho, Eunjoo (2011). Development of a brand image scale and the impact of lovemarks on brand equity (dissertation). Iowa State University. Retrieved 2 February 2013.
- ISBN 1-57687-270-X.