Loveworks: How the world's top marketers make emotional

Loveworks: How the world's top marketers make emotional connections to win in the marketplace

In 2004 Kevin Roberts 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.
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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). He explained in simple terms what people are often loath to admit: we make decisions with our emotions over our reason. Lovemarks described the journey by which brands could move from consumer respect based on intellect, to consumer love based on emotionâ€”and in return gain "loyalty beyond reason." In 2010 Advertising Age magazine named Lovemarks one of their "ideas of the decade," while noting that the roadmap for brands to achieve Lovemark status was still not entirely clear.

Loveworks: How the world's top marketers make emotional connections to win in the marketplace 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. Loveworks features 20 case stories from clients and markets worldwide in widely varying categories. "My book shows that Lovemarks thinking worksâ€”anywhere, anytime. All it takes is having the brains to implement it, the guts to see it through, and an abiding faith in emotion as your compass," says Brian Sheehan.
Country USA
Brand powerHouse Books
Manufacturer powerHouse Books
Binding Hardcover
ItemPartNumber illustrations
ReleaseDate 2013-06-18
UnitCount 1
Format Illustrated
EANs 9781576876404

Country	USA
Brand	powerHouse Books
Manufacturer	powerHouse Books
Binding	Hardcover
ItemPartNumber	illustrations
ReleaseDate	2013-06-18
UnitCount	1
Format	Illustrated
EANs	9781576876404

Loveworks: How the world's top marketers make emotional connections to win in the marketplace