I finally have time to deliver on a promise made a month ago to review Kevin Roberts‘ brand new book “The Lovemarks Effect: Winning in the Consumer Revolution“. Here are my views on the 10 things I randomly selected before plus two new items that I added. Except the first two, the rest are in their page order. Here are my 2 cents,
- Engineered for love, pg 152. The Nobel Prize physicist Arno Penzias gave a great “counterpoint” to Lovemarks. “But this doesn’t mean everything in the world has to fit into a Lovemark frame. You can love lots of things which aren’t Lovemarks. I love my wife, but she’s not a brand extension. The same with my overcoat, or a tree I sit under. These aren’t Lovemarks even though I love them. They aren’t part of the branding, marketing, and product definition process.” [K: Interesting and clear insight.]
- A difficult game, pg 58-61. The insightful Malcolm Gladwell talks about word-of-mouth and advertising. Here is an excerpt, “Word-of-mouth is growing in importance to the poitn where a model of advertising for many brands in the future will be simply finding a way to reach people who are driven by word-of-mouth.” … “The amount of advertising available is simply a blur, and the amount recall of specific message is minimal. When that happens information is communicated almost entirely informally and the rules change. Then word-of-mouth influencers become paramount.” [K: By the way, here is Gladwell's blog. Very insightful stuff.]
- Creating Lovemarks (A 7-step guide), pg 71. Here are the 7 steps — 1. Start with respect (pg 74), 2. Get close to consumers (pg 77), 3. Find out where you stand (pg 84), 4. Transform with mystery (pg 88), 5. Transform with sensuality (pg 93), 6. Transform with intimacy (pg 100), 7. Create a Lovemarks community (pg 106)
- Benetton, pg 78. Here is an excerpt, “To help build this kind of relationship we always try to talk with rather than talk to our consumers. [...] As you from our way of operating, we always ascribe values to individual people rather than promote products or services at consumers.“
- Tiffany & Co., pg 101 (oh, that wonderful picture of Audrey) Audrey is great example of a Lovemark.
- Swiss Army(TM) Knife, pg 102. Very interesting example. And a Lovemark of mine.
- REMO General Store, pg 110. Great insight. Here is an excerpt, “‘… we’re all customers. It’s not them and us. Them equals us.’ What we’re saying is that the community is the brand.” [...] “Most of our product development ideas can probably be traced back to a suggestion from a consumer.“
- The retail revolution, Andy Murray, pg 120. Here are a few pages that shares Saatchi & Saatchi X‘s “insights into a shopper’s behavio, and understand what creates Intimacy, Mystery, and Sensuality.“
- Beyond Description, Derek Lockwood, pg 155. Here is an excerpt, “Recently, I have been workign in China and have been amazed at the Chinese ability to create prototypes and solve complex design production problems. It’s clear to me that the more it is commisioned to make things for the rest of the world, the more China will build expertise and knowledge. And, of course, the more curiosity and the desire to experiment will flourish.” [K: Interesting. It is time for me to stop under-estimate China.]
- The Toyota Prius, Inoue Masao, pg 166. Here is an excerpt, “It is a complex thing to explain, but the uniqueness of the Pirus is a feeling beyond measurement. Figures are important, but we also value how you, the driver, and your body feel, too. We talk about quietness. Noise can be measured by figures, but there’s also the quietness that you feel within your body.” [K: And the extend that Toyota try to achieve it really amazed me. Great passion indeed.]
- The New Yorker, pg 212. A great and brie explanation of what was done to confirm why The New Yorker is special and also quantify how much more loved is it compare to its competitors.
- Lovemarks a Work: Lexus, pg 248. I love Lexus so it is cool to see what Team One (Saatchi & Saatchi’s specialist Lexus agency) was doing in these print ads.
This is a great book and I love it.