Cannes - Saatchi & Saatchi is launching Loveworks: How the world's top marketers make emotional connections to win in the marketplace today at the Cannes Lions International Festival of Creativity 2013.
Loveworks is researched and written by Brian Sheehan, a professor of advertising at the S.I. Newhouse School of Public Communications at Syracuse University, New York. Sheehan was with Saatchi & Saatchi for 25 years, having joined in New York as a graduate. He was CEO of Saatchi & Saatchi in Japan and Australia, and at Team One in Los Angeles.
Kevin Roberts, CEO Worldwide of Saatchi & Saatchi, introduced the theory of Lovemarks ten years ago as "the future beyond brands." Lovemarks, named in 2011 by Advertising Age as one of the top 10 marketing ideas of the decade, forms the basis of Saatchi & Saatchi's work with clients around the world. Loveworks, a collection of Lovemarks case stories, delivers proof that emotionally-rich relationships between brands and consumers build the strongest businesses.
"Lovemarks has reframed marketing," says Roberts of the impact of the thinking within Saatchi & Saatchi. "Brian's new book presents Lovemarks with rigor, acute observation of marketing practice, and animates with great storytelling. I recommend it to all ‘chiefs' in business and organizations, entrepreneurs, brand managers, academics, and advertisers as timely, relevant, and creative."
The book features 20 case stories showcasing brands winning in the marketplace by applying the Lovemarks method. Brands featured in Loveworks include Lenovo, Guinness, Pampers, Swiffer, Safeguard, Camry, Lexus, Cheerios, T-Mobile, Visa, Miller, Skol, and The Ritz-Carlton. Stories originate from the consumer markets of USA, China, Brazil, Nigeria, Australia, UK, Japan, Israel and Argentina.
Sheehan's Loveworks emphasizes the benefits that Lovemarks can have on students of business, marketing and advertising as well as anyone interested in social change. To support their academic efforts, Saatchi & Saatchi has created several teaching and visual resources available on the Lovemarks Campus Facebook, focused on the academic exploration of emotion and marketing.
This is the fourth Lovemarks book in which Saatchi & Saatchi has collaborated with Brooklyn, NY-based independent publisher powerHouse Books. The portfolio of books has sold 275,000 copies including the original book by Kevin Roberts Lovemarks: the future beyond brands, published 18 languages.
Loveworks is on sale at Amazon.com and initially in bookstores across the USA. To preview the book online, please visit the website here: www.loveworksthebook.com.
Reviews of Loveworks
Gary Schwartz, author of The Impulse Economy and Fast Shopper, Slow Store.
"In Loveworks Brian Sheehan passionately illustrates the value in building a circle-of-trust with the consumer. In the 2010s, the fundamentals of marketing remain the same: "Love thy consumer!" Loveworks makes this abundantly clear and informative to any marketing director. There is page after page of proof that investing in a deep emotional connection with your loyalist is rewarded in driving your brand's objectives."
Paul Argenti, Professor of Corporate Communication, Tuck School of Business at Dartmouth, Graduate Business School, Hanover, New Hampshire USA.
"In a world of data driven approaches to branding and marketing, it's refreshing to get back to the emotional connections that connect consumers with products and brands. Sheehan's book is a fabulous addendum to Kevin Roberts' work and a must read for anyone seeking to understand how companies can win in the marketplace through emotional rather than purely rational approaches"
Lovemarks are premised on the belief that humans are primarily emotional beings. Our decision-making is more emotional than rationale. Saatchi & Saatchi research indicates, for example, that the emotional quotient of decision-making in buying a car is 63%; for breakfast cereals it is 75%; and for magazines 85%. Lovemarks are capable of generating sustainable growth beyond normal expectations. Our research proposes that moving a brand from being highly respected to a Lovemark, where it is both highly respected and highly loved, offers significant increases in preference, market share and revenue margin. The three elements of a Lovemark are Mystery, Sensuality, and Intimacy. Saatchi & Saatchi has a highly developed, formal methodology for raising brands to Lovemarks. At its core are the five key steps which make up the "Path to Love." These are: Discovery, Exploring, Inspiration, Attraction, and Evaluation.
About Saatchi & Saatchi
Saatchi & Saatchi is a global creative communications company headquartered in New York, with 130 offices in 70 countries. Saatchi & Saatchi is part of France's Publicis Groupe, the world's third largest communications group, and is led by Kevin Roberts, CEO Worldwide since 1997. Saatchi & Saatchi is a full-service integrated communications network encompassing ideas, strategy, advertising, digital and mobile, design, and shopper marketing. Through its creative ideas across all media and all disciplines, Saatchi & Saatchi sets to turn brands into Lovemarks which generate "loyalty beyond reason."
For more information, please visit Saatchi & Saatchi online at www.saatchi.com and www.lovemarks.com.