The document discusses Kevin Roberts' concept of Lovemarks and how brands can build emotional connections with consumers. It argues that brands should focus on inspiring love and building respect through consistently meeting consumer needs rather than chasing every new marketing fad. Roberts believes brands can move the world by prioritizing relationships built on mystery, storytelling, empathy and inspiring optimism. The document also provides tips on how brands can gain respect and earn loyalty from customers.

1. Aalap Doshi
Anindita De
Manisha Gupta
Michelle Escobar

2. CEO Worldwide of Saatchi & Saatchi, one of the
world's leading crea9ve organiza9ons,
employing almost 7000 people in 150 offices
across 86 countries
Has been passionately involved with New
Zealand Rugby both as a Board member of the
New Zealand Rugby Football Union and as a
supporter of the game at every level

3. What started up Kevin Roberts

4. From a business
In the beginning, products
perspective, Trademarks
were… just products
play great defense
To consumers, the picture
looks quite different :
quot;This will have the quality
I paid for.quot;
Once famous trademark
names that have now
gone generic- Band Aid,
Jell-O

5. These warning signs can
The idea of trademarks worked
transform your product into a
for a while. But after all, it
COMMODITY:
couldn't stop the disease of
Commodification
Consistent
Interchangeable
The little TM or “patent
Impersonal
pending” note on products was
Homogeneous
never enough to make sure
Abundant
everyone knows the value of
Lowest price that brilliantly
Brands did
what they are getting
And then came Brands….

6. All brands are craving for attention

7. Emotional connections with consumers should be
the foundation of our marketing moves
And the author reiterates:
quot;Stop racing after every new fad and focus
on making consistent, emotional
connections with the consumer.quot;
The Brand journey is over …

8. Human Beings are powered by
EMOTION and not REASON

9. Shopping and Emotions
quot;Consumers who make decisions based purely
on facts represent a very small minority
of the world's population...
[However] there is always some product or
service they buy based on impulse or
emotion.“
[“Maurice Levy, Owner of Saatchi and Saatchi”]

12. People think Love is an
emotion.
LOVE IS GOOD SENSE.
[Ken Kesey]

13. So, What's the point??
Love is the foundation for
creating new kinds of emotional
passionate relationships that
brands need....

14. What is Love built on??
No Respect, No Love,
No Respect, No Love,
No Respect, No Love,
Period.

16. How do you get Respect??
Perform, Perform, Perform
Pursue Innova9on
Commit to total Commitment
Make it Easy
Don't Hide
Jealously guard your reputa9on
Get in the lead and stay there
Tell the truth
Nurture Integrity
Accept Responsibility
Never Pull back on Service
Deliver great Design
Don't Underes9mate Value
Deserve Trust
Never, ever fail the reliability test

17. How do you make the most money??
When loyal users and heavy
users use your products all the
time, you make $$$
You need to have a long term
LOVE AFFAIR with your
customers.

18. Brand Vs Lovemark

19. What
makes
Lovemarks
so
special??

21. Mystery’s High 5
1. Great Stories
2. Combining the
past, present
& future
3. Tapping into
dreams
4. Great myths &
icons

22. Hear
Touch
Smell
Taste
See

23. Intimacy
Empathy
Commitment
Passion

25. Getting to know your customers

26. Inspirational
Consumers

27. Creating Lovemarks
Mystery
Storytelling
quot;Any business that is not creating
Lovemarks, is simply not creating value..quot;
Building Empathy
Repositioning Brand as
Consumer Icon

28. Making this world a better place
Our world needs LOVE. It needs
optimism and inspiration if we are
to deal with the pressing
problems we face.

29. The idealism of Love is the new
realism of business. By building
Respect and inspiring Love,
business can move the world.
-Kevin Roberts

30. Great engaging Just another coffee
design- table picture book
“Lovemarks is my lovemark”
Doesn’t tell people in the
New branding marketing industry
paradigm anything they don’t
already know
Nice style of wri9ng‐ like
sharing wine over dinner Stories about different
with an old friend products- marketing
gimmick for Saatchi and
Saatchi

31. The IA Connection
Polar Bear Book- Chapter 10
Contextual Inquiry
Discovery
Research

32. Questions