Lovemarks: The Future Beyond Brands

Kevin Roberts passionately believes that love is the way forward for business. In his second book, 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 assault 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 qualities: Mystery, Sensuality, and Intimacy. Mystery involves drawing on the past, present, and future; using myths and icons; and tapping into dreams. Sensuality and the five senses can be used to establish touchpoints with consumers. Intimacy is created through commitment, empathy, and passion. The power of these forces is presented with lively anecdotes, examples, and illustrations from advertising and beyond. The idea that consumers own Lovemarks is fundamental. This book shows that not only business leaders but also what Roberts calls "Inspirational Consumers" can shape the future of commerce. With a foreword by A.G. Lafley of Procter & Gamble, the book includes insights from various leaders, thinkers, and artists. It is an inspiring vision of revitalizing brands through love and the responsibility of business to make the world better.