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Lovemarks: the future beyond brands [Kindle Edition]

Kevin Roberts , A.G. Lafley
2.7 von 5 Sternen  Alle Rezensionen anzeigen (3 Kundenrezensionen)

Kindle-Preis: EUR 16,21 Inkl. MwSt. und kostenloser drahtloser Lieferung über Amazon Whispernet

  • Länge: 248 Seiten
  • Sprache: Englisch
  • Aufgrund der Dateigröße dauert der Download dieses Buchs möglicherweise länger.
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Produktbeschreibungen

Amazon.de

Sellout "Brand" or just plain "Bland"? In Lovemarks, advertising giant Saatchi & Saatchi CEO Kevin Roberts delves deep into what mysteries lie behind the long-term success and unwavering customer loyalty for a can of Coke or a pair of Levi's, ultimately concluding that Love is the answer, and without some emotional connection to a product, it will dry up like a generic raisin in the sun. Enter Lovemarks, the new marketing buzzword, which will likely be bandied about at board meetings as vigorously as The Tipping Point.

But before Roberts can get to what in fact a Lovemark means in the worlds of advertising and marketing, he takes us on a virtual tour of his CV. There was his first post at Mary Quant in London, then the gig as New Products Manager of Gillette International in the Middle East, on to CEO of Pepsi in Canada, and later the same role at Lion Nathan in New Zealand. The list goes on, and so does Roberts--on and on--about his achievements and experience building brand awareness and shaking things up (he famously machine-gunned a vending machine at a presentation for a spot on the evening news). More importantly, he succeeds at blasting away the smoke and mirrors that might prevent a creative genius (or an ordinary consumer) from seeing what makes Superman the most beloved super-hero of all time.

Despite the somewhat egocentric approach to taking us there (he is, after-all, a pretty smart guy), we arrive at Roberts's point beautifully, and see what he sees: "That human attention has become our principle currency." And that, in these times, forming long-term emotionally charged relationships with customers is the only way to make a product weather the long haul. And while Roberts speaks to us in a spirited, conversational manner (that makes Lovemarks a pleasure to read), the design of the book seems to work against him, as convoluted typography and a general lack of layout consistency give the book a visually amateurish look. --Christene Barberich

Amazon.com

Sellout "Brand" or just plain "Bland"? In Lovemarks, advertising giant Saatchi & Saatchi CEO Kevin Roberts delves deep into what mysteries lie behind the long-term success and unwavering customer loyalty for a can of Coke or a pair of Levi's, ultimately concluding that Love is the answer, and without some emotional connection to a product, it will dry up like a generic raisin in the sun. Enter Lovemarks, the new marketing buzzword, which will likely be bandied about at board meetings as vigorously as The Tipping Point.

But before Roberts can get to what in fact a Lovemark means in the worlds of advertising and marketing, he takes us on a virtual tour of his CV. There was his first post at Mary Quant in London, then the gig as New Products Manager of Gillette International in the Middle East, on to CEO of Pepsi in Canada, and later the same role at Lion Nathan in New Zealand. The list goes on, and so does Roberts--on and on--about his achievements and experience building brand awareness and shaking things up (he famously machine-gunned a vending machine at a presentation for a spot on the evening news). More importantly, he succeeds at blasting away the smoke and mirrors that might prevent a creative genius (or an ordinary consumer) from seeing what makes Superman the most beloved super-hero of all time.

Despite the somewhat egocentric approach to taking us there (he is, after-all, a pretty smart guy), we arrive at Roberts's point beautifully, and see what he sees: "That human attention has become our principle currency." And that, in these times, forming long-term emotionally charged relationships with customers is the only way to make a product weather the long haul. And while Roberts speaks to us in a spirited, conversational manner (that makes Lovemarks a pleasure to read), the design of the book seems to work against him, as convoluted typography and a general lack of layout consistency give the book a visually amateurish look. --Christene Barberich


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Kundenrezensionen

2.7 von 5 Sternen
2.7 von 5 Sternen
Die hilfreichsten Kundenrezensionen
20 von 21 Kunden fanden die folgende Rezension hilfreich
3.0 von 5 Sternen What's love got to do with it? 12. August 2004
Format:Gebundene Ausgabe
Kevin Roberts hat in seinem Leben schon so ziemlich alles verkauft: Nassrasierer, koffeinhaltige Limonaden, Waschmittel. Und am liebsten und am besten sich selbst. Als Selbstdarsteller ist er immer wieder für medienwirksame Auftritte gut. Zum Beispiel als Geschäftsführer von PepsiCo in Kanada, als er am Ende einer Rede ein Gewehr in die Hand nahm und einen auf der Bühne aufgebauten Coca-Cola-Automaten standesrechtlich erschoss. Das Publikum flüchtete panikartig, die Medien berichteten tagelang - und Pepsi steigerte seinen Marktanteil in Kanada dramatisch.
Diese Anekdote erzählt Roberts gerne. Auch in «Lovemarks». Denn sie beschreibt seinen Charakter treffend: «All or nothing at all». Das spürt, wer dieses Buch liest. Roberts überzeugt, weil er glaubt, was er schreibt, weil er liebt, was er tut. Darum sind die etwas mehr als 200 Seiten lesenswert - auch wenn die Idee dahinter alles andere als neu ist. Aber keiner vor ihm hat sie so geschickt verkauft. Weder Marc Gobé («Emotional Branding», 2001) noch Tim Sanders («Love Is The Killer App», 2002). Und wichtiger noch: Keiner hat so einen schönen Namen dafür gefunden.
Love is the answer
Warum zahlt jemand doppelt so viel für ein Motorrad, das nur halb so viel leistet? Warum warten Menschen, die es immer eilig haben, monatelang auf einen Computer? Weil Harley-Davidson und Apple aus ihren Produkten nicht nur Trademarks oder Trustmarks gemacht haben, sondern Lovemarks - für Roberts die Zukunft jenseits des traditionellen Branding. In unseren erfolgs- und effizienzorientierten Gesellschaften klafft eine enorme emotionale Leere, darum suchen die Menschen nach Wärme, Geborgenheit, Liebe.
Lesen Sie weiter... ›
War diese Rezension für Sie hilfreich?
4.0 von 5 Sternen Gut 29. November 2012
Format:Gebundene Ausgabe|Verifizierter Kauf
It is a good book and it is in good condition. The author speaks from his experience, good example of a succesful professional life.
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1.0 von 5 Sternen Not meeting expectations... 7. September 2014
Format:Gebundene Ausgabe|Verifizierter Kauf
I bought this book because of a recommendation. However, it totally did not meet up to it. I've been working in the marketing field for several years and regarding brands / brand management I could not find anything that special / new in the book, nor could I imagine that it would have been to someone new to marketing.
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Die hilfreichsten Kundenrezensionen auf Amazon.com (beta)
Amazon.com: 3.6 von 5 Sternen  52 Rezensionen
14 von 15 Kunden fanden die folgende Rezension hilfreich
4.0 von 5 Sternen Brilliant Packaging but Not New! 23. Januar 2007
Von Baris Ozaydinli - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
I have met Kevin Roberts and had a chance to chat with him about the "Lovemark" concept when he was giving a speech in Istanbul. I think he is a colorful and brilliant individual who has managed to package some great marketing principles that age back to Bernbach into a great new concept. Though many principles in the book are not fresh to those who are not a novice in marketing literature, I think the term "Lovemark" is brilliant in itself. The design of the book is great with lots of colorful pictures and helpful examples. You sometimes feel that many of the examples are overused and the book is self serving, but it is worth to spend some time with the Lovemark concept.

I have seen an interview with Kevin in Ad Age about how they launched this book to recruit new business into their agency. I think it is a great new business tool and brilliant strategy to lure customers to their shop. I personally think "the HOW" part is missing, how are you going to make your brand into a Lovemark remains a question.

If you are interested in entering into the hearts of customers not just their wallets, you should definetly lend an ear to Kevin.
12 von 15 Kunden fanden die folgende Rezension hilfreich
3.0 von 5 Sternen Lovemarks - Kevin Roberts 16. Juni 2009
Von Joel Warady - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
Roberts is the CEO of Saatchi & Saatchi, one of the world's largest advertising agencies. Keep that in mind as you read the book because the author uses many of his agency's clients as his examples of brands that evoke emotion. Even with the self-promoting, there are some great messages within this book. The message throughout is that for brands to grow, people need to fall in love with the brands. Not like the brands, LOVE the brands and products. As I write this review, the Chicago White Sox are in the American League Division playoffs. Why do I tell you this? Because no matter what happens with the White Sox, the fact of the matter is that Chicago will always LOVE the Cubs, and they will really, really like the White Sox. And because of this, the Cubs will always draw more fans than the White Sox. Here is one of my favorite take aways from the book; "Human beings are powered by emotion, not by reason." Brands need to generate emotions, and the more the brand is loved, the longer life it will have. Let's face it, a lot of people love Starbucks, but there is no rational reason to spend $2.00 for a cup of black coffee. It is the emotion that sustains Starbucks.
6 von 7 Kunden fanden die folgende Rezension hilfreich
3.0 von 5 Sternen Not worthy of the buzz. 25. April 2010
Von Rick Wingender - Veröffentlicht auf Amazon.com
Format:Kindle Edition|Verifizierter Kauf
The book is good but not great. It's not that I had any major disagreement with anything it says, it's just that there is really nothing new in this book, nothing that I have read or lived through a hundred times before. There weren't any "a-ha moments" or breakthrough insights. If you've never read any marketing or branding books before, then you'll probably benefit by reading this. If you're like me, and have read many, many marketing and branding books, you will learn nothing new. When you're the CEO of Saatchi & Saatchi, your book is going to get published; if I had written this book and taken it to a publisher, they would have laughed at me and my incoherent writing style. Some of the concepts in this book, by the way, are also found in the old book "Raving Fans", which I think is more useful. On the positive side, some of the stories are compelling, and the photography and imaging are really interesting (I own the book, not the Kindle edition). Just don't think for a second that this book will turn you into a marketing or branding guru. It won't.
21 von 31 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Loyalty Beyond Reason 4. Januar 2005
Von T SANTOSO - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe|Verifizierter Kauf
I love this book. I run a web design / graphic design / multimedia company and i think this is a good book to INSPIRE my people, and my friends. I will order more! to give away ;-)

I love the style (okay i am biased toward right-brain-type of books), I love the pictures, I love the idea.

Mystery, Sensuality, Intimacy : hmmm seems like we have a good "frameworks" of Lovemarks. Love and Respect axis idea is brilliant.

At the back cover of the book: "The idealism of Love is the new realism of business. By building Respect and inspiring Love, business can move the world."

Book that inspire people are rare. and this is one of them. i love this one sentence:

I was born an optimist. I always looked for opportunities where others faced up to threats or weaknesses.I believed if you were going through hell, the only option was to keep going.

If you are related to IDEA/ADVERTISING/DESIGN world this one is definetely for you. If you are not, this one still worth buying!!!

***** Note to Review reader: I believe that credibility of reviewer is key to analizing a book reviewed with a lot of bias (some give 5 stars, some give one), check out the reviewers' other review book for source of reference, if you find none, be careful, some people are just spitting for other purposes....
11 von 16 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Inspiring 8. Juli 2004
Von Grant - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
This book is inspired. And it's NOT just for 'ad-folk' (they're a dying breed), but anyone who appreciates how much influence the advertising world has on popular culture. Love and Business in one breath? It's a simple premise, but super-powerful. Just see how beautifully the examples in this book elucidate the idea, taking it beyond ideology to reality. If you want a how-to manual, look elsewhere. Lovemarks is for big-picture people with imagination and savvy, who aren't bogged down in cynicism, and who aren't afraid to take a leap. Lovemarks make a difference. They are the future. If you're anywhere near business, you'd better wake up and smell em.
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