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Loveworks: How the world's top marketers make emotional connections to win in the marketpla, by Brian Sheehan
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In 2004 Kevin Roberts wrote Lovemarks: the future beyond brands. It was admired by many as a breakthrough in marketing thinking but was also controversial because of its surprisingly obvious thesis: that emotional connections are at the heart of sustained relationships between producers, retailers, and consumers.
While many companies were using the language of war in their marketing (target, penetrate, ambush), Roberts was using the language of love (mystery, sensuality, intimacy). He explained in simple terms what people are often loath to admit: we make decisions with our emotions over our reason. Lovemarks described the journey by which brands could move from consumer respect based on intellect, to consumer love based on emotion—and in return gain "loyalty beyond reason." In 2010 Advertising Age magazine named Lovemarks one of their "ideas of the decade," while noting that the roadmap for brands to achieve Lovemark status was still not entirely clear.
Loveworks: How the world's top marketers make emotional connections to win in the marketplace adds to the original Lovemarks by showcasing real-world business examples and outlining the roadmaps followed by several world-renowned brands to achieve Lovemark status: Procter & Gamble, Toyota, Visa, General Mills, Miller, T-Mobile, and Lenovo are just a few examples of businesses winning in the marketplace through the application of the Lovemarks theory, maintaining laser-like focus on making and sustaining emotional connections with consumers. Loveworks features 20 case stories from clients and markets worldwide in widely varying categories. "My book shows that Lovemarks thinking works—anywhere, anytime. All it takes is having the brains to implement it, the guts to see it through, and an abiding faith in emotion as your compass," says Brian Sheehan.
- Sales Rank: #476590 in Books
- Published on: 2015-01-13
- Released on: 2015-01-13
- Original language: English
- Number of items: 1
- Dimensions: 9.44" h x .63" w x 7.84" l, .81 pounds
- Binding: Paperback
- 192 pages
Most helpful customer reviews
1 of 1 people found the following review helpful.
An Inspiring Look at what Makes Customers Love a Brand
By Compay
Loveworks isn't exactly a how-to book on marketing, but it will absolutely offer the inspiration needed to excel in advertising. The core concept of the book isn't new: people make purchases based on their emotions, rather than logic. But Loveworks provides 20 case studies of how different companies were able to create amazing foundations of customer loyalty. The type of love for a brand that makes consumers look past premium pricing, ignore competitors, and maintain that support if a company makes mistakes.
The author spent 25 years working for one of the world's leading ad agencies. Which makes Loveworks a treasure chest of real-world examples of how businesses were able to successfully convert their target audience into diehard supporters. What's great about the case studies is that they're backed up with statistics which prove "Lovemarks" is more than just marketing theory. You're given a clear sense of what each company accomplished as the result of their Lovemarks-based advertising campaigns. And although the case studies all reference the author's former ad agency's (Saatchi & Saatchi) involvement in these campaigns, it doesn't come off as boasting or self-promotion.
Can you benefit from reading this book if you don't work for big brands like Nike, T-Mobile, Pampers, or Cheerios? Yes. Loveworks is concluded with a simple four-step process that can be applied to any business. Although the case studies all involve well-known brands, the main concept of Lovemarks can work for anyone, even small businesses that don't have a recognized brand. So even if you're familiar with advertising psychology and emotional appeal to customers, the case studies will inspire you, and open your eyes more on connecting with your audience.
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