{{Short description|Brand-related marketing concept}} {{Infobox book | italic title = no | name = Lovemarks:<br>The Future Beyond Brands | title_orig = | translator = | image = Lovemarks Book.jpg | caption = Cover of the first edition | author = Kevin Roberts | illustrator = | cover_artist = | country = United Kingdom | language = English | series = | subject = Marketing | genre = | publisher = powerHouse Books | pub_date = April 2004 | media_type = Print | pages = 224 | isbn = 978-1-57687-204-8 | oclc = | dewey = | congress = | followed_by = The Lovemarks Effect: Winning in the Consumer Revolution (2006) }}
A '''lovemark''' is a marketing concept that is intended to replace the idea of brands. The idea was first widely publicized in the book ''Lovemarks'' by Kevin Roberts, CEO of the advertising agency Saatchi & Saatchi. In the book Roberts claims, "Brands are running out of juice".<ref>''Lovemarks'', p.35</ref> He considers that ''love'' is what is needed to rescue brands. Roberts asks, "What builds Loyalty that goes Beyond Reason? What makes a truly great love stand out?"<ref>''Lovemarks'', p.76</ref> Roberts suggests the following are the key ingredients to create lovemarks:<ref>''Lovemarks'', p.77</ref> *Mystery: **Great stories: past, present and future; taps into dreams, myths and icons; and inspiration *Sensuality: **Sound, sight, smell, touch, and taste *Intimacy: **Commitment, empathy, and passion
Roberts explains the relationship between lovemarks and other selling concepts through a simple schema based on respect and love. The full schema is as follows: mere ''products'' (commodities) command neither love nor respect. ''Fads'' attract love, but without respect this love is just a passing infatuation. ''Brands'' attract respect, even lasting respect, but without love. ''Lovemarks'', explains Roberts, command both respect and love. This is achieved through the trinity of mystery, sensuality, and intimacy.
Kevin Duncan describes the concept in more traditional marketing terms, noting that there are "two axes," one of which runs from low to high respect, and the other which runs from low to high love.<ref>Duncan, K. ''Marketing Greatest Hits: A Masterclass in Modern Marketing Ideas''. A&C Black, 2010, p68</ref> For a brand to transcend into "lovemark" territory, it has to be high on both axes at once. Duncan sums up the concept in one sentence: "Creating loyalty beyond reason requires emotional connections that generate the highest levels of love and respect for your brand."<ref>Duncan, K. Marketing Greatest Hits: A Masterclass in Modern Marketing Ideas. A&C Black, 2010, p71</ref>
In September 2006, Saatchi & Saatchi won a US$430 million JC Penney contract because of the idea of lovemarks.<ref>[http://adage.com/vidt?pId=17 How 'Advertising Age' was wrong about Kevin Roberts]</ref><ref>[http://tompeters.com/entries.php?note=009202.php Kevin and Penney] {{webarchive|url=https://web.archive.org/web/20061111170201/http://www.tompeters.com/entries.php?note=009202.php |date=2006-11-11 }}</ref>
== References == {{Reflist}}
==Further reading== * {{cite thesis|type=dissertation|last=Cho|first=Eunjoo|title=Development of a brand image scale and the impact of lovemarks on brand equity|publisher=Iowa State University|year=2011|url=http://lib.dr.iastate.edu/etd/11962/|accessdate=2 February 2013}} * {{cite book |last=Roberts |first=Kevin |authorlink=Kevin Roberts (businessman) |title=Lovemarks: The Future Beyond Brands |edition=Expanded |year=2005 |publisher=powerHouse Books |location=NY |isbn=1-57687-270-X}}
== External links == * {{webarchive |url=https://web.archive.org/web/20190215221925/http://www.lovemarks.com/ |title=Lovemarks official website (defunct)}}
Category:Brand management Category:Marketing techniques