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Very interesting to me but some might feel there are parts that are overthought. Ad agencies can sometimes get stuck in thinking details to death but Kevin reminds us finding emotion and connection is more important than stacks of research that can contradict and confuse. One person found this helpful 2 people found this helpful.

Lovemarks: The Future Beyond Brands: Kevin Roberts: Books

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. 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. Give this one a miss.

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Not even a real kindle book. Pages are images not text, can't read on a mobile device or resize text within screen. Content is lightweight and doesn't give practical know how that businesses need. The least useful brand book I have ever purchased. Will be asking for a refund, have never felt the need to do that before.

One person found this helpful. Not a handbook, not a guideline 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. Much fun to read, nice stories, great things to learn Don't buy this book It must be from A must read for everybody who are interested in brands and how to create a great brand. See all 64 reviews. Most recent customer reviews. Published 3 months ago.

Published 1 year ago. Published on March 9, The discipline has been buffed by so many smart and eager practitioners that there is little traction left. Refinements on refinements on refinements are now called exciting new developments. I see a game-breaking opportunity opening up in the reinvention of brands. Brands today are suffering the death of a thousand yawns. How do we wake up? By acknowledging that great brands have always been created with love, with inspiration, with emotion. By keeping the emotional juice of brands that must never change, and dumping all those formulas and processes.

I call them Lovemarks.

Roberts Says Brands Must Make Emotional Connections

They build on respect, but they also make those crucial emotional connections. This is the ground where the future will be won and lost. This reflects the power shift to customers. Our future lies with emotional connections built on respect, sure, but suffused with Love.

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This is how our partners, our friends and our families touch us. We all know that Love links us in many different ways — as couples who have been together for years, as parents and children, as close friends, as lovers. We all know that Love needs time. And we all know that Love cannot be demanded.

It can only be given. It is from this knowledge that every human being shares, from this emotional truth that Lovemarks have emerged. I suggest that connecting with people is something we are not doing very well right now. And putting this right brings us straight into the arms of Love and Lovemarks.

I see Lovemarks wrapped in great stories and great metaphors. Many of them are infused with secret ingredients and iconic characters. They skillfully combine past, present and future. They have that sustaining ability to tap into our dreams and aspirations. Sure it is hard to quantify mystery; as Homer Simpson might say: All I know is that it wells up from the rich alchemy of human emotion. Sensuality Along with mystery I know a Lovemark has sensuality. They cry out to be touched.

There is no way we can understand the world without experiencing it first through the radar of our five senses.

Lovemarks: the future beyond brands (Expanded Edition)

The American poet and essayist Diane Ackerman tells us why: These elements both play to and challenge every aspect of what you do, from your product development and design to your packaging and your advertising. The five sensuality factors are a simple and humanistic matrix that you could roll across your company tomorrow. These degrees of sensuality are probably why the research vampires go so wrong when they attempt to plumb emotion with their questionnaires and interviews. The tools are blunt and measure the wrong things: And what do they tell us?

What people know, what they say, and what they do. We need to know what people feel. Our big questions have to be: Think about the I-Mac.