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Five key steps to the “Path to Love”: Saatchi & Saatchi’s new book researches Lovemarks

Lovemarks, a marketing concept of the “future beyond brands,” introduced by Saatchi & Saatchi’s Worldwide CEO Kevin Roberts in 2004 in the namesake book, has gained a new deeper insight. The term has been further researched and explained by the former Saatchi & Saatchi Japan and Australia CEO Brian Sheehan, currently a teaching professor of advertising at the S.I. Newhouse School of Public Communications at Syracuse University in New York, in his new book called Loveworks: How the world’s top marketers make emotional connections to win in the marketplace.

The book, which has been first presented at the Cannes Lions International Festival of Creativity 2013 by the Saatchi & Saatchi team today few hours ago, showcases 20 best Lovemark case studies from such much-loved brands (now we can call them Lovemarks, can’t we?) as Procter & Gamble’s Pampers, Swiffer, and Safeguard; Camry and Lexus from Toyota; Cheerios from General Mills; T-Mobile; Visa; Guinness; Miller; Skol; Lenovo; and The Ritz-Carlton.

Photo: the cover of the book "Loveworks: How the world’s top marketers make emotional connections to win in the marketplace" by Saatchi & Saatchi

Photo: the cover of the book “Loveworks: How the world’s top marketers make emotional connections to win in the marketplace” by Saatchi & Saatchi

 “Brian’s new book brings the Lovemarks journey alive with rigor, acute observation of marketing practice, and great storytelling. I recommend it to industry influencers, academics, and advertisers as timely, relevant, and revelatory,” comments Kevin Roberts on the launch of the book.

The idea behind Lovemarks is simple yet controversial: it states that people’s purchasing decisions have more emotional nature than we tend to think. Love multiplied by trust and spiced up with Mystery, Sensuality, and Intimacy —that’s what builds a Lovemark. The author reveals the theory of five key steps which make up the “Path to Love”: Discovery, Exploring, Inspiration, Attraction, and Evaluation. To gather together everyone who’d like to learn and teach about Lovemarks, as well as further deepen the exploration of the concept, Saatchi & Saatchi launched an online hub Lovemarks Campus on Facebook.

This is the forth Lovemarks-themed book by Saatchi & Saatchi published by New York independent publisher powerHouse Books. You can purchase the book on Amazon or preview it online at  www.loveworksthebook.com.

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