Book reviews

Lovemarks – the future beyond brands
Kevin Roberts

 

How many times have you watched an ad on TV and thought, ‘How could they get it so wrong?’ Often the worst offenders are trying, desperately and without success, to reach you on an emotional level by appealing to your inner fears, hopes and dreams.

 

Essentially, they are trying to transform their brands into Lovemarks. What’s a Lovemark? According to Kevin Roberts, CEO of Saatchi & Saatchi, first there were products, then trademarks, then brands and now Lovemarks.

 

These are products and experiences that have the power to create long-term, emotional connections with consumers, writes Roberts. Think Harley-Davidson, Apple, Tiffany’s.

 

The book, Lovemarks the future beyond brands, forms part of a wider phenomenon, a business philosophy, supported by a website devoted to Lovemarks, an online community of Inspirational Consumers and Roberts himself delivering Lovemark speeches around the globe.

 

This new marketing philosophy is easily absorbed by the reader, packaged with interesting business anecdotes, eye catching break out quotes, inspirational messages from those who know and the clever images we expect from Saatchi & Saatchi. Charts, diagrams and new rules of consumer engagement are disguised as entertainment, making Lovemarks at once informative and fun.

 

Roberts explains how the key elements of mystery, sensuality and intimacy are crucial to the creation of Lovemarks. He shares ideas on how to engender loyalty beyond reason and invites insight from those who have achieved it, such as Alan Weber, founding editor of Anthill kindred spirit, Fast Company.

 

By encouraging the creation of Lovemarks, Roberts hopes to make the world a better place. Like the book, his view of the world is exciting and inspiring.

 

 

 

A must-have for every entrepreneur, we revisit this classic guide to securing investment in your blockbuster business idea. The authors break the process into two simple steps: doing your homework and getting funded.

 

While this may sound easy, in reality it involves detailed market analysis, risk assessment, business plan formulation, pitching to VCs, negotiating terms, due diligence and, of course, life after funding. Venture Capital presents a wealth of practical information in a straightforward, straight talking fashion.

 

On customers: You can find a huge market and research your competitors to death, but, in the end, you need to know: �Will the dogs eat the dog food

 

On business plans: Take that big, thick document you’ve created, and start carving. If any text doesn’t immediately scream We’re winners! Invest in our business, move it to the Appendix or excise it.

 

First published in 2001, Venture Capital is just as relevant today. As the name suggests, it is indeed the definitive guide.

 

(John Wiley & Sons, 2001)