Love Marks

Lovemark
1 Examples
Lovemarks is a marketing concept that is intended to

replace the idea of brands. The idea was rst 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]
In the current world of marketing, there are a plethora

of brands that use the concept of lovemarks behind their
marketing strategies. 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. 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 dierences between
Mystery Great stories: past, present and future; taps into the two genders. At the end of the advertisement, they
dreams, myths and icons; and inspiration
start begging for pardon from each other, and the Cerveza
Quilmes' slogan is shown:- (translated from Spanish):
When
machism and feminism encounter, equality borns.
Sensuality Sound, sight, smell, touch, and taste
Quilmes, the avour 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 emoIntimacy Commitment, empathy, and passion
tion to their target market (young adults, both male and
female).
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 2 References
products (commodities) command neither love nor respect. Fads attract love, but without respect this love
[1] Lovemarks, p.35
is just a passing infatuation. Brands attract respect,
even lasting respect, but without love. Lovemarks, ex- [2] Lovemarks, p.76
plains Roberts, command both respect and love. This is
achieved through the trinity of mystery, sensuality, and [3] Lovemarks, p.77
intimacy.
[4] Duncan, K. Marketing Greatest Hits: A Masterclass in
Modern Marketing Ideas. A&C Black, 2010, p68
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 thusly:
Creating loyalty beyond reason requires emotional connections that generate the highest levels of love and respect for your brand. [5]
[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
Some marketers question the usefulness of the Lovemarks concept. A recent study tested whether one of
Roberts 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]
3 Further reading
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.
In September 2006, Saatchi & Saatchi won a US$430

million JC Penney contract because of the idea of
lovemarks.[7][8]
1
4
Roberts, Kevin (2005). Lovemarks: The Future
Beyond Brands (Expanded ed.). NY: powerHouse
Books. ISBN 1-57687-270-X.
External links
Ocial Website
EXTERNAL LINKS
Text and image sources, contributors, and licenses
5.1
Text
Lovemark Source: https://en.wikipedia.org/wiki/Lovemark?oldid=699809064 Contributors: Discospinster, (aeropagitica), Stefanomione,

BD2412, Srleer, RussBot, SamJohnston, SmackBot, Agentbla, Ohnoitsjamie, Kevinalewis, Nova325, Cydebot, Heroeswithmetaphors,
TAnthony, K ideas, Krishmuralieswar, ClueBot, Ashermeir, Arjayay, Vaskoo78, Sewadj, Addbot, Tassedethe, Kiril Simeonovski, Luckasbot, Yobot, Kookyunii, AnomieBOT, Materialscientist, Citation bot, EmausBot, Helpful Pixie Bot, Deskoft, BattyBot, Khazar2, BethNaught and Anonymous: 8
5.2
Images
5.3
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Lovemark

Lovemarks is a marketing concept that is intended to

In the current world of marketing, there are a plethora

Kevin Duncan describes the concept in more traditional

[5] Duncan, K. Marketing Greatest Hits: A Masterclass in

In September 2006, Saatchi & Saatchi won a US$430

Text and image sources, contributors, and licenses

Lovemark Source: https://en.wikipedia.org/wiki/Lovemark?oldid=699809064 Contributors: Discospinster, (aeropagitica), Stefanomione,

Creative Commons Attribution-Share Alike 3.0

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