内容简介

Kevin Roberts passionately believes that love is the way forward for business. In his second book, Lovemarks: The Future Beyond Brands, Roberts recounts the journey from Products to Trademarks to Brands - and the urgency of taking the next step up - to Lovemarks. Roberts offers a lively, critical assessment of brands and the problems that face them in an increasingly competitive world. His argument is straightforward. Numbed by the assult of commodification and customer indifference, brands have simply run out of juice. The solution? The creation of products and experiences that will create long-term emotional relationships with consumers. To get there, Roberts advocates infusing brands with three fundamental Lovemark elements: Mystery, Sensuality, and Intimacy. Mystery enters by drawing on the past, present, and future; the value of myths and icons; and the powers of inspiration; and by tapping into dreams. Sensuality and the five senses can be used to locate touch-points with consumers.Intimacy is created through commitment, empathy, and passion. The power of these dynamic forces is captivatingly presented with lively anecdotes, living examples, and graphic illustrations drawn from the world of advertising and beyond. The idea that consumers, not companies, own Lovemarks is fundamental. This book shows that not only business mavens, but the special people that Roberts calls "Inspirational Consumers," can shape the future of commerce. With a foreword by Procter & Gamble's Chairman and President, A.G. Lafley, the book also includes insights from business leaders, ideas people, and artists, including Cambridge University's Sandra Dawson, former rugby All Black captain Sean Fitzpatrick, Visionaire editor Cecilia Dean, author Malcolm Gladwell, Founding Editor of Fast Company magazine Alan Webber, Nike's Clare Hamill, and Toyota Motor Corporation's Yoshio Ishizaka. The book is an entertaining, elucidating, and ultimately inspiring vision of the rejuvenation of brands through the power of love and the responsibility of business to fulfill one of its key functions - to make the world a better place.