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The Future Beyond Brands

Cover of the first edition

Author Kevin Roberts

Country United Kingdom

Language English

Subject Marketing

Publisher powerHouse Books

Publication date April 2004

Media type Print

Pages 224

ISBN 978-1-57687-204-8
Followed by The Lovemarks Effect: Winning in the Consumer

Revolution (2006)

Lovemarks is a marketing 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. In the book Roberts claims, "Brands are running
out of juice".[1] He considers that love is what is needed to rescue brands. Roberts asks,
"What builds Loyalty that goes Beyond Reason? What makes a truly great love stand
out?"[2] Roberts suggests the following are the key ingredients to create lovemarks:[3]

 Mystery:
o Great stories: past, present and future; taps into
dreams, myths and icons; and inspiration
 Sensuality:
o Sound, sight, smell, touch, and taste
 Intimacy:
o 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]
Some marketers question the usefulness of the Lovemarks concept. A recent study tested
whether one of Robert's Lovemarks - Nike - actually enjoyed higher than expected brand
loyalty. The study, based on analysis of TNS consumer panel data, found Nike did not
exhibit higher than usual loyalty.[6]
In September 2006, Saatchi & Saatchi won a US$430 million JC Penney contract because
of the idea of lovemarks.[7][8]


 1Examples
 2References
 3Further reading
 4External links

In the current world of marketing, there are a plethora of brands that use the concept of
lovemarks behind their marketing strategies.[citation needed] One of the biggest examples is The
Coca-Cola Company whose marketing campaigns are focused on transmitting emotions to
the viewers of their TV advertisements.[citation needed] Another notable example is Cerveza
Quilmes, an Argentine beer, who broadcast a commercial titled "#IGUALISMO", which
translates as equality in English, and branded a medieval war between modern men and
women, showing the differences between the two genders. At the end of the advertisement,
they start begging for pardon from each other, and the Cerveza Quilmes' slogan is shown:-
(translated from Spanish): "When machism and feminism encounter, equality borns.
Quilmes, the flavour of encounter." In this example, the product (a beer) is not shown in the
whole advertisement and instead, it is focused on transmitting a certain emotion to their
target market (young adults, both male and female).

1. ^ Lovemarks, p.35
2. ^ Lovemarks, p.76
3. ^ Lovemarks, p.77
4. ^ Duncan, K. Marketing Greatest Hits: A Masterclass in
Modern Marketing Ideas. A&C Black, 2010, p68
5. ^ Duncan, K. Marketing Greatest Hits: A Masterclass in
Modern Marketing Ideas. A&C Black, 2010, p71
6. ^ Dawes, J. "Brand Loyalty in the UK Sportswear Market"
International Journal of Market Research, Vol. 51, 4, 2009
7. ^ How 'Advertising Age' was wrong about Kevin Roberts
8. ^ Kevin and Penney Archived 2006-11-11 at the Wayback

Further reading[edit]
 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.
 Roberts, Kevin (2005). Lovemarks: The Future Beyond
Brands (Expanded ed.). NY: powerHouse Books. ISBN 1-

External links[edit]
 Official Website
 Brand management
 Marketing techniques
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 This page was last edited on 27 February 2018, at 23:19 (UTC).
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