- While many companies were using the language of war in their marketing (target, penetrate, ambush), Roberts was using the language of love (mystery, sensuality, intimacy). In 2010 Advertising Age magazine named Lovemarks one of their "ideas of the decade."
Monday, July 1, 2013
New Book Loveworks Teaches How To Make Emotional Connections
New Book Announcement:
Loveworks is researched and written by Brian Sheehan, a professor of advertising at the S.I. Newhouse School of Public Communications at Syracuse University in New York. Sheehan is also a former CEO of Saatchi & Saatchi in Japan and Australia, and at Team One in Los Angeles.
But, before Loveworks:
In 2004, Kevin Roberts, CEO Worldwide of Saatchi & Saatchi, wrote Lovemarks: the future beyond brands. It was admired by many as a breakthrough in marketing thinking but was also controversial because of its surprisingly obvious thesis: that emotional connections are at the heart of sustained relationships between producers, retailers, and consumers.
Sheehan's Loveworks adds to the original Lovemarks by showcasing real-world business examples and outlining the roadmaps followed by several world-renowned brands to achieve Lovemark status: Procter & Gamble, Toyota, Visa, General Mills, Miller, T-Mobile, and Lenovo are just a few examples of businesses winning in the marketplace through the application of the Lovemarks theory, maintaining laser-like focus on making and sustaining emotional connections with consumers.