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Lovemarks: The Future Beyond Brands [Hardcover]

Kevin Roberts
3.7 out of 5 stars  See all reviews (15 customer reviews)
RRP: £19.99
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Book Description

2 Feb 2006
Kevin Roberts passionately believes that love is the way forward for business. Here he recounts the journey from products to trademarks to brands - and the urgency of taking the next step - to Lovemarks. His argument is that brands, numbed by the assault of commodification and customer indifference, have run out of juice. The solution? The creation of products and experiences that will create long-term emotional relationships with consumers. This revised edition features a new chapter on the power of shopping in the new global economy.

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Lovemarks: The Future Beyond Brands + Loveworks + The Lovemarks Effect: Winning In The Consumer Revolution
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Product details

  • Hardcover: 240 pages
  • Publisher: powerHouse Books,U.S.; Revised edition edition (2 Feb 2006)
  • Language: English
  • ISBN-10: 157687270X
  • ISBN-13: 978-1576872703
  • Product Dimensions: 24.6 x 20.2 x 2.1 cm
  • Average Customer Review: 3.7 out of 5 stars  See all reviews (15 customer reviews)
  • Amazon Bestsellers Rank: 240,200 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews
13 of 13 people found the following review helpful
2.0 out of 5 stars Vacuous 26 Oct 2006
Gaaaa-wd! This is a beautifully designed and prepared book and looks lovely in its gleaming red cover in the offices I have seen it in (given away free as a promo' of course) but it needs to look good. Take the pretty pictures away and you are left with a hollow re-hashed idea that first surfaced many decades ago.
I read it over a couple of evenings one weekend and was staggered at how little it has to say. Take away the pictures and 'air space' and there really is very little copy - barely a leaflet or magazines worth.
This really is design over content
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13 of 14 people found the following review helpful
1.0 out of 5 stars Tosh 4 July 2006
One of the most profoundly pretentious and embarrassing books ever written on brands and advertising:- a heady mix of vanity, vapidity and cant. Nice pictures
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3 of 3 people found the following review helpful
1.0 out of 5 stars Dull and self congratulatory 22 Dec 2009
Format:Hardcover|Verified Purchase
I was recommend this book and thus bought it, i wish i hadn't. It is highly Dull, highly self congratulatory. The author clearly has a high opinion of himself.
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4 of 5 people found the following review helpful
5.0 out of 5 stars Highly useful 31 Mar 2009
I was in the process of recommending this book to someone and saw the lousy reviews it has garnered. My advice is to pay no attention to them. I read it a few years ago and it had a profound impact. Are its ideas entirely new? Who cares? Its central premise that brands belong to consumers and showing the essential components in what the brand has to do in order for it to be loved - and thus bought massively at a premium price - is highly relevant and useful.
It is beautifully laid out, engaging to read and not verbose. Its ideas are simple and easily assimilated. It might be slightly trumpet-blowing, for Saatchi and P&G, but this can be dealt with.
There are no doubt different ways to marketing success, but not many products are in the situation that Microsoft (see below) finds itself. Apple on the other hand has always known how to make its products loved and this has been of huge benefit to its profitability. IBM, remember, stopped making PCs, because everyone felt indifferently about them and they found themselves a simple commodity. This has never happened to the Mac.

The canny use of social networking for branding is the most recent manifestation of the idea and has appeared subsequent to the book's publication. Check out the amount of Nutella lovers on Facebook and tell me that this book has nothing useful to say.

The essential tenets of the book are lucid and true and more cogently put than in most business books.
Heartily recommended.
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76 of 95 people found the following review helpful
1.0 out of 5 stars How the trees lost out 17 July 2004
By Adman
I've awarded one star, only to show respect to the trees that have been lost to the world to produce this book. Research undertaken by the UK's National Urban Forestry Unit concludes that trees have a positive impact on the incidence of asthma, skin cancer and stress-related illness by filtering polluted air, reducing smog formation, shading out solar radiation and by providing an attractive, calming setting for recreation.
Sadly, my wellbeing has taken a turn for the worse after reading this book.
So what's the problem?
Fundamentally,the idea that this is a revealatory new idea, the basic premise, is wrong. There has been no progression from products to trademarks to brands. The world hasn't suddenly arrived at a moment when brands now need to be Lovemarks. Man has been in 'love' with inanimate and everyday objects, extracting more 'meaning' than the object itself, since our early history. Dr Francis Pryor, President of the Council for British Archaeology, believes the symbolism of something as inanimate as an upside-down oak tree at Seahenge, Norfolk is fundamental to understanding the Bronze Age mind.
'We often find everyday objects deliberately turned upside down at Bronze Age sites. The inverted oak {at Seahenge}is a very complex statement. It is the world turned upside down, just as death is an inversion of life. From a ritual point of view it symbolises taking objects out of this world and placing them in the next.' In his book on our early history, he describes how Man would take their most cherished possessions and give them up to the gods. These possessions are now what we might call brands.
This leads to my second point. Brands have been around far longer than this book (and, to be fair, most books on the topic)understands.
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5.0 out of 5 stars This amazing book reached me in no time!! :) 5 Feb 2014
By Santa
Format:Hardcover|Verified Purchase
Amazon is amazing! it never disappoints!!! i ordered the book and got it within 22 hours!! i needed such urgent delivery, because I have gotten an opportunity to meet Mr Roberts today, so I would love him to sign it, therefore it was crucial for the book to arrive on time and it did!!!
You can rely on amazon and it will help you with what ever it is you are pursuing!
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3.0 out of 5 stars Passionate anecdotes 5 Sep 2013
Format:Kindle Edition|Verified Purchase
An interesting and easy read that does not make convincing case for its underlying argument. The idea that brands can be loved in the same way that humans love each other is just not supportable.
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1 of 2 people found the following review helpful
4.0 out of 5 stars I love this book 14 Nov 2007
By Mrs. K. A. Wheatley TOP 500 REVIEWER VINE VOICE
I didn't go to ad school or marketing college. I ran an ordinary business that wasn't making a lot of money, and wanted to find out some stuff about advertising, stuff that worked, stuff that I understood, and stuff that wasn't full of complex words and linguistic concepts. I bought this book, and it helped me, and my business, a lot. In agreement with the other reviewers who have slated it, no it isn't profound, no, there aren't a lot of concepts here, yes, it's very graphic heavy. It is however, simple, easy to understand, has a few, well thought out and interestingly promoted ideas, and also has lists of questions, ideas and tasks at the end of every chapter that you can try yourself if you're stuck in a rut with your marketing, and most small businesses are. I enjoyed it, and I used it, with some success.
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