Question

Lovemarks – The future beyond brands
Lovemarks is a marking concept that is intended to replace the idea of brands. The idea was first widely publicized in a book of the same name written by Kevin Roberts, CEO of the advertising agency Saatchi & Saatchi.
Watch the video and the paper in the links below and provide your opinion in 300 words. Do you agree with Kevin about Lovemarks concept? If yes, why and if no, why not? You have to use the information from the links to support your discussion.
http://redrose.

Answer 1

I do not agree with Kevin about the lovemarks concept because-

Of all the biz-themed books I've been reading this year, I have to admit that "Lovemarks" has done the least for me.

I found the style of the book the hardest element in luring me in. Whereas I'm sure a lot of visual types (or individuals with ADHD) would be drawn to how the author, Kevin Roberts (CEO of Saatchi & Saatchi), treats his text in this tome of his, I was not a fan. I found all the text over graphics and images to be a major distraction in trying to take home the lessons about branding that Kevin was trying to teach me. (I also wasn't pulled in by his writing, but that's another discussion).

So what of the take-aways....well, I did come away from reading this one with the following:

• Roberts believes that — more than anything — the world needs love. And that businesses must play a key role in making that happen.

• That whereas brands are built around the promise of quality, a set of defined attributes and are professional in nature, Lovemarks are about the relationship with the consumer, with an emphasis on sensuality, being wrapping in mystery and taking the form of a passionately creative individual or product.

• The three major factors to a Lovemark: mystery, sensuality and intimacy.

• One element to the mystery of Lovemarks that I appreciated was the concept of storytelling. I'm big on this, given the way I try to go the extra mile for each of my wedding clients by sharing their love stories with them (and, in turn, blog readers), so this was a great take-away to read: "Stories feed Lovemarks. They are how we explain the world to ourselves and give value to the things we love." If storytelling can help give value to my service as a wedding photographer, I'm all for it!

• If I said Apple and Starbucks were Lovemarks, you'd get the concept, right?

• And a final passage that I did bookmark:
"There is one more thing that I believe Lovemarks need that aligns with Intimacy, empathy, and commitment. It is the intensity and rush that accompanies only the strongest emotions. Put together with Love it can transform the most insignificant product into a must-have. It has the power to give an intensity to a relationship that will carry it through good times and bad. Passion. With passion, the most difficult of objects can be achieved."

overall i didn't had a good time with lovemarks .