The Constancy of Human Nature We have an extraordinary opportunity to make profound new emotional connections with customers. The unchanging emotional repertoire of human beings, our shared heritage, ensures that the world of tomorrow will be basically as familiar to us as the world of yesterday. One of my themes is the constancy of human nature. Because to adapt best to a changing world, you have to know what should not change, and you should base that on what cannot change. My contention is that what should not change is whatever we do that connects most powerfully with people.
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Tom Peters, one of the most influential business thinkers of all time, described the first edition of Lovemarks: the future beyond brands as "brilliant. Lovemarks : The Future Beyond Brands. Kevin Roberts. Roberts argues vociferously, and with a ton of data to support him, that traditional branding practices have become stultified.
What's needed are customer Love affairs. Roberts lays out his grand scheme for mystery, magic, sensuality, and the like in his gloriously designed book Lovemarks. Now translated into fourteen languages, with more than , copies in print, Lovemarks is back in a revised edition featuring a new chapter on the peculiarly human experience of shopping. The new chapter, "Diamonds in the Mine," is an insightful collection of ideas for producers and consumers, for owners of small stores and operators of superstores.
So forget making lists! Shopping, says Kevin Roberts, is an emotional event. With this as a starting point, he looks at the history of shopping and how it has changed so dramatically over the last ten years. Using the Lovemark elements of Mystery, Sensuality, and Intimacy, Roberts delves into the secrets of success that can be used to create the ultimate shopping experience.
He is the author of the best-selling book Lovemarks: the future beyond brands powerHouse Books, , which has now been translated into fourteen languages, with more than , copies in print.
Kevin Roberts: Why modern brand strategy is about being a lovemark
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Future Beyond Brands
To get there, CMOs must not only harness data and digital, they also require an IQ in creative leadership. Brands are owned by the people who love them. He caught up with CMO ahead of the conference to talk about the death of marketing as we know it, creative leadership, and why marketers should be leading digital disruption. You recently stated that marketing and advertising are dead. Marketing was something that was done to consumers by marketing departments, imposed on viewers through perfect media distribution systems.
Lovemarks: the future beyond brands (Expanded Edition)
Lovemarks is a marketing concept that is intended to replace the idea of brands. In the book Roberts claims, "Brands are running out of juice". Roberts asks, "What builds Loyalty that goes Beyond Reason? What makes a truly great love stand out? 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.