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Lovemarks: The Future Beyond Brands (Englisch) Gebundene Ausgabe – 1. April 2004

2.5 von 5 Sternen 4 Kundenrezensionen

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Gebundene Ausgabe, 1. April 2004
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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


In Lovemarks: The Future Beyond Brands, Kevin Roberts offers a lively, critical assessment of brands and the problems that face them in an increasingly competitive world. Roberts recounts some of his defining, personal experiences from the past three decades, as he bounded up the corporate ladder from Assistant Brand Manager at Mary Quant to his current role as CEO Worldwide of Saatchi & Saatchi. He shares his observations of corporate output over the past century, charting the journey from Products to Trademarks to Brands. And he proposes that brands, numbed by the assault of commodification and customer indifference, have simply run out of juice. His solution? The creation of products and experiences that build long-term, emotional relationships with consumers and which engender Loyalty Beyond Reason: Lovemarks. With insight and inspiration, Roberts discusses the urgency of taking the next step in the evolution of brands. His ground-breaking business theory advocates infusing brands with the fundamental Lovemark elements: Mystery, Sensuality, and Intimacy.

Mystery enriches the brand experience by drawing on the past, present, and future, the value of myths and icons, the power of inspiration, and by tapping into dreams. Sensuality and the five senses are critical in locating touch-points with consumers. Intimacy is created through commitment, empathy, and passion. The understanding that consumers, not companies, own Lovemarks is fundamental. Roberts shows that not only business mavens, but the special people he calls Inspirational Consumers, can influence the future of commerce.

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2.5 von 5 Sternen


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.
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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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Format: Gebundene Ausgabe Verifizierter Kauf
Viele Worte, wenig Sinn - wer sich hier Aufregendes zum Brandbuilding erhofft wird enttäuscht: Vor allem spricht der Autor über sich selbst...
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Von Melissa Beltrán am 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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Die hilfreichsten Kundenrezensionen auf Amazon.com (beta)

Amazon.com: 3.7 von 5 Sternen 59 Rezensionen
4.0 von 5 Sternen an advertising legend keeps folks on focus 1. August 2016
Von J. Young - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe Verifizierter Kauf
Very interesting to me but some might feel there are parts that are overthought. Ad agencies can sometimes get stuck in thinking details to death but Kevin reminds us finding emotion and connection is more important than stacks of research that can contradict and confuse.
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.
5.0 von 5 Sternen Five Stars 25. Mai 2013
Von Andrea Torres - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe Verifizierter Kauf
Very useful, explanatory and classic!
10 von 20 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Kevin Roberts is a LoveMark 17. Juni 2004
Von Michael Margolis - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe Verifizierter Kauf
LoveMarks is a succinct modern manifesto for how to do business in the 21st century. Kevin really delivers on the promise both in his book and how he has cleary transformed Saatchi and Saatchi in recent years. This book is a powerful steppingstone for inviting people into a relationship with his company - thus
LoveMarks has quickly become one of my top five favorite books on story-based marketing. Kevin offers one real world emotional branding example after another that you're sure to connect with. Learn why certain brands touch our hearts and make us fall madly in love while others leave us tepid, disenchanted, and seeking elsewhere for something genuine. Emotion is indeed a powerful currency!
Just reading this book is a lesson in 21st century communications. Expect a dynamic multi-sensory experience. We're talking 4-color processing with easy to read text and illustrative pictures that makes the ideas and examples come to life. At 200+ pages, its been distilled down to its essence...which means it won't take long to read...but you'll want to read it several times, cause each time you'll see it from a fresh perspective.
With a glowing passion red cover and hard-binding it makes a great gift and showcase addition to any coffeetable, desk, or shelf. If you like this kind of book experience, check out "Re-Imagine" by Tom Peters - also a 4-color printing that is filled with lots of multi-dimensional tidbits...Perhaps I'm biased -- I specialize in story-based marketing and how social ideas travel across culture, time, and space. In turn, I've already given out the LoveMarks book to several of my clients.
Kudos to Kevin for telling his story and doing it in his own unique manner. LoveMarks is a beacon that can inspire others to carve their own remarkable path to meaning and impact.
Michael Margolis, Thirsty-Fish Marketing and Storytelling
0 von 3 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Changed My Perspective 12. März 2007
Von S. Bachechi - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe Verifizierter Kauf
I highly recommend this book. The format makes it entertaining to read. The concepts are fresh and crisp. The writing style of Kevin Roberts, is as if you are an old friend -- sharing a glass of wine over dinner with him.
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