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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 emotiona€”and in return gain qloyalty beyond reason.q In 2010 Advertising Age magazine named Lovemarks one of their qideas of the decade, q 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 a 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. Loveworksfeatures 20 case stories from clients and markets worldwide in widely varying categories. qMy book shows that Lovemarks thinking worksa€”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, q says Brian Sheehan.a#39;1 CHAPTER {Oil} rum-u: Pownn Camry of Personal Stories and the Power Mark Turner is not easily daunted. ... He has led the team developing strategic plans for Toyotaa#39;s 15-plus car and truck lines for the better part of a decade. Iiaquot;) Before that, he was ... Then 2010 gave way to 2011, which brought an earthquake in Japan, a resultant tsunami, and a nuclear scare. Toyotaa#39;s ... On the minus side, the confidence Camry owners had in the car, and the brand, had been very badly shaken.

Author:Brian Sheehan
Publisher:powerHouse Books - 2013-05-28


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