8/13/2019 79415019 Lovemarks Book

1/16

8/13/2019 79415019 Lovemarks Book

2/16

CHAPTER ONE: START ME UP

Heres what I learned from five great businesses Ive workedfor: Always surround yourself with Inspirational Players

Zig when others zag Get out of the office and into the

street Live on the edge Nothing is impossible.

CHAPTER TWO: TIME CHANGES EVERYTHING

The journey from products to trademarks, from trademarks

to brands. A quick look at why brands are running out

of juice as they confront the Attention Economy.

CHAPTER THREE: EMOTIONAL RESCUE

Why I believe emotional connectionscan transform brands.

If you spend your days reviewing data, read every word of this

chapter. Twice. INSIGHTS: Maurice Levy, Publicis Groupe

CHAPTER FOUR: ALL YOU NEED IS LOVE

Taking brands to the next level depends on one four-letter

word: L-O-V-E. INSIGHTS: Sean Fitzpatrick, sportsman;

Tim Sanders, Yahoo!

CHAPTER FIVE: GIMME SOME RESPECT

Love will change the way we do business but only if it

is built on Respect. No Respect, no Love. Simple. Lets

celebrate what respect has achieved.

CHAPTER SIX: LOVE IS IN THE AIR

Okay, so how do you create loyalty beyond reason?

INSIGHTS: Alan Webber, Fast Companymagazine

CHAPTER SEVEN: BEAUTIFUL OBSESSION

So what are Lovemarks?They inspire loyalty beyond reason

through their obsession with Mystery, Sensuality, and

Intimacy to create a premium. Here are our first ideas about

putting them into action. INSIGHTS: Jim Stengel, Procter

& Gamble

CHAPTER EIGHT: ALL I HAVE TO DO IS DREAM

Understand how Mystery can transform relationships with

consumers. Great stories, mythic characters, the past,

present, and future together, dreams and inspiration. Be

inspired by the ideas and actions of great Mystery makers.INSIGHTS: Dan Storper, Putumayo World Music; Cecilia

Dean, Visionairemagazine; Maurice Levy, Publicis Groupe;

Sean Landers, art ist

CHAPTER NINE: THE HUMAN TOUCH

The five sensessight, hearing, smell, touch, tastemakeL ove m a rks real in the world. Leading sensualists show

h ow they move us. INSIGH TS: Dan St o r p e r, Pu t u m a yo

World Music; Masao Inoue, Toyota; Alan We b b e r,

Fast Companym a g a z i n e

CHAPTER TEN: CLOSE TO YOU

Intimacy is the challenge of our time. Intimacy demands

time and genuine feeling, both i n ve ry short supply. See

h ow businesses deep into intimacy can create empathy,

commitment, and passion. INSIGHTS: Sean Fi tzp a trick ,

s p o rt sm an; C lare Hamill, Nike Goddess

CHAPTER ELEVEN: AC ROSS THE BORDERThe L ove / Respect Axis i s your f irst step. By plotting

w h e re you are today, you can trace where you need to go.

Using the Love / Respect Axis, Kodak shows how they

reinvigorated themselves with the youth mark e t .

I N S I G H TS: Eric Lent, Ko d a k

CHAPTER TW E LV E : I CAN SEE CLEARLY NOW

The reinvention of research. Xploring, power listening, and

powerful new proof that Lovemarks are what matter most

to customers. INSIGHTS: Malcolm Gladwell , writer; Peter

Cooper, QualiQuant International; Jim Stengel, Procter

& Gamble; Clare Hamil l, N ike Goddess

CHAPTER THIRTEEN: ILL FOLLOW THE SUN

An Inspirational Consumer is precious beyond measure.

Saatchi & Saatchi people share their most inspiring

consumer stories. Tell me yours at www.lovemarks.com

INSIGHTS: Tim Sanders, Yahoo!; Malcolm Gladwell, writer

CHAPTER FOURTEEN: ROLLING THUNDER

Lovemarks in action. Real l ife client stories from Olay, Tide,

Lexus, Cheerios, and Brahma beer showing the power of

Mystery, Sensuality, and Intimacy.

CHAPTER FIFTEEN:WHAT THE WORLD NEEDS NOW

The role of businessis to make the world a better place for

everyone. Becoming a Lovemark has to be the destination ofevery business. Step up to the challenge. INSIGHTS: Dr. Arno

Penzias, Nobel Prize winner; Jim Stengel, Procter & Gamble;

Sandra Dawson, Cambridge University

FURTHER READING

INDEX

Contents

8/13/2019 79415019 Lovemarks Book

3/16

I was born an optimist.

I always looked for opportunities where others faced

up to threats or weaknesses. I believed if you were

going through hell, the only option was to keep going!

During my childhood in Lancaster I always believed that nothing was impossible. Where better to findmyself than as CEO Worldwide of Saatchi & Saatchi, the Ideas Company that made this beliefa founding declaration.

Ive been lucky to have been guided by exceptional people who have mentored me. Inspirational

Players. People who believe that to dream is as important as to act, and that winners are powered bypassion and emotion.

By the time I was ready to enter the world of work I wanted to go somewhere that was top of itsclass. Somewhere that relied on passion and inspiration as its driving force. Who better to work forthan the most inspirational businesswoman of the sixties, Mary Quant?

8/13/2019 79415019 Lovemarks Book

4/16

Products to trademarksIn the beginning products we re just, we l l

p ro ducts. One was pretty much indistinguishablefrom another. Get hit over the head with Jakesclub or Freds club, the headache was much thesame. Trade was kept in the family. Making theright choice was easy.

But people being people, even in such a simpletrading system, trademarks made an early entry.There are trademarks on pottery in Mesopotamia(now Iraq) dating as far back as 3000 B.C.

There is a cafe I go to named SPQR. I t is namedafter one of the most feared and respected trade-

m a rks the world hase ver known. Fourletters that told youthe mighty Ro m a nEm p i re was at hand.

Over the centuries, trade increasingly stretchedpast local boundaries and the importance of trade-marks increased. I ts fine to trust the local villageblacksmith. You could check out the forge, bitethe metal, ask around. But the weird guy bringingin iron implements from the next village?Not so

ea s y. So trademarks moved up a notch froms i mple name tags to marks of trust and reliability.

From a businessperspective, trademarks play greatdefense. They offer legal protection to the uniquequalities of your products and services, and declareyour interests. Trademarks define territory.

T h a ts how it works when you are in charge ofa business.

To consumers, the picture

looks somewhat different.They care about a trademark because it offersreassurance. With this, Ill get the quality I paid for.

For both businesses and consumers, trademark sa re a sign of continuity in a constantly shift inge n v i ronment.

As Kate Wilson, a prominent New Zealand patentattorney once told me:

Patents expire, copyrights

eventually run their course,

but trademarks last forever.

Trademarks are not exempt from change. SPQRgets thousands of hits on Google, but most ofthem are not for the Senate and People of Romebut for a popular computer gameSPQR: The

Empires Darkest Hour!

The history of trademarks is littered with once-famous names that have gone generic. Bad newsfor them, as all the value they have created withconsumers can be sucked up by just about anyone.Band-Aids, once a trademarked name, is nowthe generic term for any bandage that sticks overa small wound.Je ll -O and Va s e line ha ve beenpushed down the same route. And the processis still happening. In some countries, uniqueproduct names like Rollerblades and Walkman

have recently been accepted as the given anddefining names for in-line skates and porta b lemusic players. Promotion to dictionary statusis no promotion at all.

Just holding a trademark doesnt guaranteesuccessful differentiation, but it can be a gre a tstart. Over the 20th century some trademark sh a ve grown into enduring icons.

The MGM lion first roared in 1928 for the silentmovie WhiteShadowsof theSouth Seas. Work outthe technology on that one! And if you have ever

wondered whatit says in thecircle that framesthe lion, tryArsGratia ArtisArtfor Arts Sake.

8/13/2019 79415019 Lovemarks Book

5/16

They cant stand out in the marketplace and

they are struggling to connect with people.

Here are six reasons why.

1. Brands are worn out from overuse

Michael Eisner of Disney has called the word

brand over-used, steri le, and unimaginative. H es

right. As the brand manual grows heavier and

more detailed you know youre in trouble. Making

sure the flowers in reception conform to the brand

guidelines just shows you are looking in the wrong

direction. Consumers are who you should bepaying attention to. What matters to them.

Otherwise, youre hiding, and youre in trouble.

2. Brands are no longer mysterious

There is a new anti-brand sensibility. There is

much more consumer awareness, more consumers

who understand how brands work and, more

importantly, how they are intended to work on

them! For most brands there is nowhere left to

hide. The information age means that brands are

part of the public domain. H idden agendas, sub-liminal messages, tricky movesforget it. For most

brands it is a new age of consumer savvy; at the

extremes its the attacks of Naomi Klein and the

anti-global gang.

3. Brands cant understand the

new consumer

The new consumer is better informed, more

critical, less loyal, and harder to read. The white

suburban housewife who for decades seemed to

buy all the soap powder no longer exists. She has

been joined by a new population of multi-gener-

ational, multi-ethnic, multi-national consumers.

4. Brands struggle with good

old-fashioned competition

The more brands we invent the less we notice

them as individuals. If youre not Number One

or Two, you might as well forget it. Its like kids in

a family. You might remember the names of three

kids, even five. But ten?And the greater the

number of brands, the thinner the resources

promoting them. You get a treadmill of novelty,

production value, incremental change, tactical

promotions, and events.

5. Brands have been captured by formula

I lose patience with the wanna-be-science of

brands. The definitions, charts, diagrams, and

tables. There are too many people following the

same rule book. When everybody tries to beat

differentiation in the same way nobody gets

anywhere. You get row upon row of what I call

brandroids. Formulas cant deal with human

emotion. Formulas have no imagination or empathy.

6. Brands have been smotheredby creeping conservatism

The story of brands has gone from daring and

inspiration to caution and aversion to risk.

Once the darling of the bold and the brave,

brands are relying on the accumulation of past

experiences rather than the potential of future

ones. Headstones are replacing stepping stones.

If the antics of Richard Branson cause a riot

(and they do), how bland and boring has

everyone else become?

8/13/2019 79415019 Lovemarks Book

6/16

Human beings arepowered by emotion,

not by reason.Study after study has proven that if the emotion centers ofour brain are damaged in some way, we dont just lose theability to laugh or cry, we lose the ability to make decisions.Alarm bells for every business right there.

The neurologist Donald Calne puts it brilliantly:

The essential difference between

emotion and reason is thatemotion leads to action while

reason leads to conclusions.

You dont have to be a brain surgeon to get that. Thereality we face does not req ui re mastery of arcaneter m ino lo gy, and its not about evaluating competingtheories about how the mind works or how it is structu red.

The brain is more complex, more densely connected,

and more mysterious than any of us can dream. Thatsas much as we have to know. Emotion and reason areintertwined, but when they are in conflict, emotion winsevery time. Without the fleeting and intense stimulus ofemotion, rational thought winds down and disintegrates.

Consumers who make decisions based purely on factsrepresent a very small minority of the worlds population.They are people without feelings, or perhaps people whoput their heart and emotions in the fridge when they areleaving home in the morning, and only take them out againwhen they go back home in the evening. Although even

for these people, there is always some product or servicethey buy based on impulse or emotion.

Maurice Levy, Chairman, Publicis Groupe, Paris

8/13/2019 79415019 Lovemarks Book

7/16

8/13/2019 79415019 Lovemarks Book

8/16

The Lovemarks of this new century will be the brands and businesses thatcreate genuine emotional connections with the communities and networksthey live in. This means getting up close and personal. And no one is goingto let you get close enough to touch them unless they respect what you do

and who you are.

Love needs Respect right from the start. Without it, Love will not last. Itwill fade like all passions and infatuations. Respect is what you need whenyou are in for the long haul.

Respect is one of the founding principles of Lovemarks.

Management loves the idea of Respect. It sounds seri ous and objective,easily measured and managed. In fact, Respect has been prodded ands q ue ezed so often over the last century that i ts real power has beenu nd e rvalued. Respect is the foundation of successful business.

At Saatchi & Saatchi we decided one thing was mandatory from theget-go: No Respect. No Love.

But Respect needs to be reinvigorated. We need to understand what itdemands. We need to expand our Respect metrics from financial andproduction performance to take on the deeper demands Respect makes

of us. Respect looks to performance, reputation, and trust as its organizingprinciples. Within each of these principles I believe there is an inspiringcode of conduct to lead you forward.

8/13/2019 79415019 Lovemarks Book

9/16

Perform, perform, performRespect grows out of performance. Performanceat each and every interaction. Peak performanceas the ultimate table-stake of all table-stakes.

Pursue innovationInnovation is kaizen, continuous improvement,for consumers. Every business today is expectedto innovate, and to innovate meaningfully whilec reating value.

Commit to total commitmentGoing the full distance is the price of Respect.The new active consumer judges you at everyencoun ter, every touchpoint, and will punishfa ilure by not coming back.

Make it easyThe increasing complexity of many goods andservices has raised the stakes. The equation issimple. If its hard to use, it will die. Goo d- byeVCR. Hello DVD .

Dont hidePeople can only respect you if they know whoyou are. Rem e m b e r, in todays Internet environ-ment there is now here you cannot be found.Dont even try.

Jealously guard your reputationBuilt over a lifetime. De s troyed in an instant.Consumers today are ruthless if you let themdown. So dont .

Get in the lead and stay thereTo be out-front can be lonely and uncomforta b le,but re m ember, the lead husky gets the best view.

Tell the truthBe open. Front up. Admit mistakes. Dont cove r

u p, it will get you every time. Be lie ve in your s e lfat times like this it may be the only thing youhave. And at times like this your reputation isyour premium defense.

Nurture integrityThe corporate shake-ups of the last few years haveput the spotlight back on integrity: the integrityof your people, your products, your services, your

financial statements and, most importantly, yourpersonal integrity.

Accept responsibilityTake on the biggest responsibility of allto makethe world a better place for everyone, creatingself-esteem, wealth, prosperity, jobs, and choices.Quality is the measure by which you exceedexpectations. Quality is all about standards. Keepit simple: set high standards and then exceed them.Meet, Beat, Repeat.

Never pull back on serviceService is where transactions are transformed intorelationships. Where Respect meets Love. It is thefirst moment of truth.

Deliver great designAttention Economy 101. Competition is hotand getting hotter. If yo ure not aestheticallystimulating and functionally effective you justmerge into the crowd. You have to b ed i f f e re n t ,not just a c t d i f f e rent.

Dont underestimate valueNot just real dollar value but theperceptionofvalue. Only when people perceive the value theyare getting as higher than the cost will they respectthe deal you offer. Sam Walton built Wal-Mart,the biggest retail empire in the world, by a relent-less focus on best value.

Deserve trustConsumers want to trust you. They want you toremain true to the ideals and aspirations you share

with them. Practice what you preach. Never letthem down.

Never, ever fail the reliability testExpectations skyrocket: cars always start first time,the coffees always hot, the ATM is always open.Today reliability is the door charge for Respectbefore the show begins.

8/13/2019 79415019 Lovemarks Book

10/16

My ideas we re based on work we had done comparing brands and what were emerging as Lovemarks.The best brands were Trus tmarks, we had decided, but the great ones were Lovemarks. We chartedthe differenc e s:

I said in the article:

Im sure that you can charge a premium for brands that people love. And I m also sure that you can onlyhave one Lovemark in any category.

BRAND

Information

Recognized by consumers

Generic

Presents a narrative

The promise of quality

Symbolic

Defined

Statement

Defined attributes

Values

Advertising agency

Professional

lovemark

Relationship

Loved by people

Personal

Creates a love story

The touch of Sensuality

Iconic

Infused

Story

Wrapped in Mystery

Spirit

Ideas company

Passionately creative

8/13/2019 79415019 Lovemarks Book

11/16

Looking for LoveAs we started to shape Love m a rksat Saatchi & Saatchi we saw howthe Love/Respect Axis could help uswork out where they fitted.

8/13/2019 79415019 Lovemarks Book

12/16

The Love/Respect AxisSaatchi & Sa a t c h is Chairman, Bob Se e l e rt, is

a smart man and a great soundi ng board forideas that are struggling to re a l i ze themselves.

We we re waiting at Auckland airport late onee vening on our way to Los Angeles and I start e don my Love rap. Bob had heard most of i tb e f o re but this time I pulled out a napkin andd rew a horizontal line showing Love at one endand Respect at the other.

I showed Bob how it might work. How everythingwas telling us that brands had run out of juice.How they had to evolve into something more.

And how I would place this new kind of brandmoving beyond Respect and up into Love at thetop of the line. Products would live at the bottomof the line and standard brands would be at thelower end.

The goal would be

at the top of the line.

High on Love!

Bob looked at it for a couple of minutes.T h e res another way to show this to moreeffect, he told me. Taking the pen he drewa second line, this one crossing over myL ove / Respect line midway. My line wastransformed in an instant into an axis.

Bob was right. The axis format immediatelyshowed Love as a goal above and beyond Respect.Now we could clearly show the ongoing importanceof Respect and the urgency of moving into a

relationship based on Love. Love of design,L ove of service, Love of customers, Love of li fe.

Without Respect there is no foundation forany long-term relationship. Without the sharpdelineation of the Axis format, it was too easy forour ideas about Love to float off into feelings

with no practical edge. Okay if we wanted to bepsychotherapists, but somehow that was not wherewe were headed! Bob brought Love to earth.

Respect is the key

to the success of many

of our biggest clients.

Such success should

not be devalued;its just no longer enough.

Companies l ike big-time Saatchi & Sa a t c h iclients Toyota and Procter & Gamble havei n vested billions and won astonishing Respectfor their products and brands. And they havedone it through sustained feats of focus andself-discipline. W h a t e ver we called the newgeneration of brands, it was going to need

Respectand a lot of it. Respect, it was clear,had to be table-stakes. No Respect, no admission.

8/13/2019 79415019 Lovemarks Book

13/16

Above the low Respect line on the left are most brands.This is where the efforts and investment of the last 50years have gotten them.

But many brands risk falling into the sand trapbelowtough competition, tight margins, and lack ofindividuality turning them into blands. Others havebuilt up high levels of Respect based on soundmanagement and continuous improvement. But whatthey have earned in Respect has little emotion. Sensible

and well-measured, its hard to tell one from another.

The high life In the top right the sun always shines: high Respect,high Love. Why wouldnt you want to be there?You know who belongs in this quadrant by instinct.Virgin is there. United would like to be. The iMac?Yes.The ThinkPad?Dont think so. I ts home for Disneylandbut not for Seven Flags. Make your own list.

FADS

COMMODITIES

Stuck in the middlewith you

Love

LOVEMARKS

BRANDS

8/13/2019 79415019 Lovemarks Book

14/16

Great Stories

Past, Present, and F

Taps Into Dreams

Myths and Icons

Inspiration

Sound

Sight

Smell

Touch

Taste

Commitment

Empathy

Passion

Lovemarks made immediate sense. Every person we deal withis an emotional human being and yet business had been treat-ing them like numbers. Targets. Statistics.

Respect was something that Saatchi & Saatchi understood.Over the years we had put a lot of time into building ourclients products into some of the most highly respectedbrands in the world. Now it was time to focus on what madesome brands stand out from the crowdwhat made somebrands loved.

When it came to working out what gave Lovemarks theirspecial emotional resonance, we came pretty quickly to:

These didnt sound like tradit ional brand attributes. And theycaptured the new emotional connections we were seeking. AsI have already mentioned, we were convinced from the startby a very important idea that became the heart of Lovemarks.

Lovemarks are not owned

by the manufacturers, the

producers, the businesses.They are owned by the

people who love them.

From there it was easy to agree that you only get to bea Lovemark when the people who love you tell you so.But just sitting around waiting for consumers to tell youyoure a Lovemark could mean a very long wait.

Love is about action. Its about creating a meaningful

relationship. Its a constant process of keeping in touch,working with consumers, understanding them, spendingtime with them. And this is what insightful marketers,empathetic designers, smart people on the check-out andproduction line do every day.

Now we were ready to create our principles.

Mystery

SensualityIntimacy

8/13/2019 79415019 Lovemarks Book

15/16

8/13/2019 79415019 Lovemarks Book

16/16

Kevin Roberts passionately believes that love is the way

f o rward for business. In his second b ook, LOV E M A R K S: T H E

F U T U R E B E YO N D B R A N D S, Roberts recounts the journey from

Products to Trademarks to Brandsand the urgency of taking

the next step upto Lovemarks.

Roberts offers a lively, critical assessment of brands and

the problems that face them in an increasingly competitive

world. His argument is straightforward. Brands have simply run

out of juice.

The solution? The creation of products and experiences

that have the power to create long-term emotional relation-

ships with consumers.

To get there, Roberts advocates infusing brands with the

fundamental Lovemark elements: Mystery, Sensuality, and

Intimacy. Mystery enters by drawing on the past, present, and

future, the value of myths and icons, and the power of inspiration,

and by tapping into dreams. Sensuality and the five senses can

be used to find touchpoints with consumers. Intimacy is created

through commitment, empathy, and passion. The power of these

dynamic forces is captivatingly presented with lively anecdotes,

living examples, and graphic illustrations drawn from the world

of advertising and beyond.

The idea that consumers, not companies, own Lovemarks

is fundamental. This book shows that not only business

mavens, but the special people that Roberts calls Inspirational

Consumers, can shape the future of commerce.

B U S I N E S S / A D V E RTISI NG THEORY

H a rd c o v e r, 8 x 9.75 inches, 224 pages,

four-color illustrations thro u g h o u tISBN 1 -57 6 8 7 -2 0 4-1 $ 2 7 . 5 0

(Cnd $39.95)

KEVIN RO B E RTS

is CEO Wo r l d w i d e

of ideas company

Saatchi & Saatchi,

one of the worlds

largest and most

successful creative

organizations work-

ing on more than

fifty of our most valuable global brands. Heading a

team of more than seven thousand people in

eighty-two countries, Roberts led Saatchi &

Saatchi to become both Advertis ing Age a n d

Adweek magazines Global Agency Network of the

Year in 2003.

Kevins passionate belief in

building brands consumers love

is inspirational and effective.

A.G. Lafley,

CHAIRMAN, PRESIDENT, AND

CHIEF EXECUTIVE, PROCTER & GAMBLE

Can business make the world a better place? Of course it can. Will business take

up the challenge? It is in our best interests to do so, and lets face it, our best

interests have been a powerful driver for many centuries. What can inspire us

with the emotional urgency required to undertake this epic task? The creation

and rewards of Lovemarks.

lovemarksthe future beyond brands

Kevin Roberts, CEO Wo r l d w i d e, SAATCHI & SAAT C H IForeword by A.G. Lafley, Chairman, President, and Chief Executive, Procter & Gamble

68 Ch arlton Street, New York, NY 10 014 - 4 601

phone: 212.6 0 4.9 0 74 fax: 212. 3 6 6. 5 2 47

ww w.p o werH o u seBoo k s.c o m

love marks @ p o w e r H o u s eBooks . c o m

powerHouse BooksFor sales information contact:

KRISTIAN OROZCO, Sales & Distribution Director,

at 212.604.9074 ext. 103, or kristian @powerHouse Books.com

For publicity and press information contact:

SARA ROSEN, Publicity Director,

at 212.604.9074 ext. 105, or sara @powerHouse Books.com