The Lovemarks Effect: Winning the Consumer Revolution
A business revolution is changing all the rules of the marketplace. Power is shifting from manufacturers and retailers directly to consumers, freshly enabled with information, choice, and connectivity. Price, service, quality, and design advantages are no longer enough to win.\ In 2000, Kevin Roberts, CEO Worldwide of ideas company Saatchi & Saatchi said that brands were running out of juice. In Lovemarks: the future beyond brands, Roberts showed how Mystery, Sensuality, and Intimacy can...
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A business revolution is changing all the rules of the marketplace. Power is shifting from manufacturers and retailers directly to consumers, freshly enabled with information, choice, and connectivity. Price, service, quality, and design advantages are no longer enough to win. In 2000 Kevin Roberts, CEO Worldwide of Saatchi & Saatchi, Ideas Company, said that brands were running out of juice. In Lovemarks: the future beyond brands, Roberts showed how Mystery, Sensuality, and Intimacy can create powerful emotional connections with consumers. The response to the book was electric. Now in 16 languages, Lovemarks has generated a wave of consumer conversations stretching over 100-plus countries. In this follow-up book, The Lovemarks Effect: Winning in the Consumer Revolution, the people speak-consumers, owners, and marketers show the impact of Lovemarks on their lives, their businesses, and their aspirations. How consumers feel about you-their emotional connection to you-is what determines success now. The Lovemarks Effect offers instruction and inspiration about creating emotional connections and winning in a consumer-empowered future. From the aisles of the in-store experience to the power of sustainable design, from Lovemarks research to consumer stories, The Lovemarks Effect is a joyride through the evolving business landscape. The Lovemarks Effect includes contributions from world business leaders Alan Webber (Fast Company), Maurice Lévy (Publicis Group), John Loring (Tiffany's), Malcolm Gladwell (The Tipping Point), Silvano Cassano (Benetton), Walt Freese (Ben & Jerry's), Arnold Schmied (Silhouette), Judy Slatyer (Lonely Planet), Tom Peters (Re-imagine!), Klee Kleber (Segway), Renzo Rosso (Diesel), Carl Elsener (Victorinox), Lorenzo Fluxa (Camper), Horst Rechelbacher (Aveda), and Mary Quant, Arno Penzias, Mary Robinson, and John Wareham.
Introduction: The new consumer 9Lovemarks and the Consumer RevolutionL is for Lovemarks 13BeginningsInsight interviewsAlan Webber, Co-founder, Fast CompanyMaurice Levy, Chairman and CEO, Publicis GroupeLove bitesBackchatFive things to do tomorrowLiving the dream 31The Attraction EconomyInsight interviewJim Stengel, Global Marketing Officer, Procter & GambleLove bitesLexus IS launchFive things to do tomorrowPlanet Lovemarks 49Lovemarks in the Real WorldInsight interviewsRichard Hytner, Deputy Chariman, Saatchi & Saatchi WorldwideMalcolm Gladwell, authorInspirational ConsumersRichard Vallens, on Bike FridayPhilippe Lentschener, Vice President Europe, Saatchi & Saatchi, on FNACLove bitesPlanet Lovemarks mapLovemarks storiesFive things to do tomorrowCreating Lovemarks 71Inspirational OwnersInsight interviewNicolas Mirzayantz, Senior Vice President, International Flavors and Fragrances Inc.Love bitesFive things to do tomorrowRomancing the shopper 113Lovemarks In-StoreInsight interviewJohn Fleming, Chief Marketing Officer, Wal-MartSpecial featureAndy Murray, Global CEO, Saatchi & Saatchi XLove bitesThrough the eyes of the shopperPayless, Costa RicaFive things to do tomorrowForm follows feeling 137Designing the World of LovemarksInsight interviewsTom Peters, CEO, Tom Peters CompanyRenzo Rosso, Presidentand Founder, DieselMary Quant, designerArno Penzias, Nobel laureateDerek Lockwood, Worldwide Director of Design, Saatchi & SaatchiLove bitesFive things to do tomorrowLove one day at a time 159Lovemarks and SustainabilityInsight interviewsMary Robinson, former President of Ireland and United Nations High Commissioner for Human RightsInoue Masao, Chief Engineer of the Prius, Toyota Motor CompanyMike Pratt, Dean, Waikato Management SchoolRoger Downer, University of LimerickJohn Wareham, business mentor and authorMika, dancer and performerLove bitesAqua, IndonesiaStudents in Free EnterpriseAmul, IndiaFive things to do tomorrowHeartbeats 189Reinventing Research with LovemarksSpecial featuresHoward Roberts, Worldwide Director of Lovemarks, Saatchi & SaatchiPeter Cooper, CEO, and John Pawle, Managing Director, QiQ InternationalLove bitesToyota Corolla, United KingdomThe New YorkerConde Nast "Points of Passion"Five things to do tomorrowLove goes to work 217Saatchi & Saatchi Creating LovemarksSpecial featureSaatchi & Saatchi ForumLove bitesLights, camera, love-Lovemarks at workFive things to do tomorrowConclusion: Before we go 263Lovemarks FutureBackstage 267Index and Credits
