Book Review: Lovemarks – The Future Beyond Brands

The first time I read this book was about two years ago. Still, it is one of the best reads I have on my shelves, and I pick it up and read it again about once a year. Lovemarks, by Kevin Roberts (CEO worldwide of Saatchi & Saatchi), is truly a remarkable find for anyone interested or involved in marketing, business, the arts, and product development.

The premise of the book is to develop a new way of viewing how it is companies can better serve and attract customers. By the end of the book, you’ll have a good idea of how you can implement the ideas from the book—no matter where you are in your business at this time. Roberts uses many examples, analysis, endorsements and corporate successes to demonstrate how well the idea of lovemarks has worked for corporations like Coca-Cola, Toyota, Apple, Ikea, Moleskine, Google, and many other broad successes in business.

Pros

It’s an easy read and you can probably knock it out in a day if you wanted. Once you get started you will not want to put it down. The thing that makes Kevin Roberts’ ideas stand out in my mind is that it is mostly consistent with what we know about the nature of man, the person of God, and what He objectively made love to be. I can’t say that Roberts is religious, but he doesn’t have to be to formulate the concepts in the book. It naturally flows from a real-world perspective.

Cons

Very few. Because this is a book open the the marketing of just about anything, there are some examples of successes in the corporate world found in the book that demonstrate an openness to nudity so long as it is for a good cause (supporting efforts to fight women’s breast cancer). This is found near the end of the book and an isolated incident. Still, all the points conveyed in the reading are not unethical or evil by any means.

Rating

I give it 3.5 out of 4 stars. The book is nigh the best thing I’ve read on marketing and business; and how to frame a wise approach to the two for national and international markets.

If you want to check it out, be sure to get the RED Lovemarks book first. The WHITE book is mostly followup to the RED one. You can double-check the subtitle to be sure.

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