The Lovemarks Effect: Book Review

The Lovemarks Effect: Winning  in The Consumer Revolution (powerhouse Books, 2006) is written by the CEO Worldwide of Saatchi & Saatchi, Ideas Company, Kevin Roberts.  Roberts first introduced the term Lovemarks in 2000 and wrote Lovemarks: The Future Beyond Brands in 2004.  The Lovemarks Effect is the follow-up book in which he uses insights from consumers, owners, designers, marketers and innovators to illustrate the potential, impact and power of Lovemarks.  

The book addresses key issues concerning the consumer revolution, Lovemarks and what Roberts calls the Attraction Economy.  The book explores the changes that has occurred in the consumer mind:

“the new consumer no longer willing to passively 

accept whatever comes their way from producers”

Consumer needs and expectations changed and Lovemarks are the answer to their needs.  The book starts by explaining where Lovemarks began, the key aspects that are used to build Lovemarks and a step-by-step guide on how to create your own Lovemark.  

Roberts also describes the Attraction Economy and explains how one should attract the consumer rather than just get their attention.  

The book contains real-world examples from consumers and companies that tells great stories about popular Lovemarks such as Chanel No.5, Crayola crayons, Benetton, Ben & Jerry’s and many more.  This really helps to illustrate the power behind the Lovemarks theory.  

The book was a real pleasure to read.  The book not only provides the reader with great practical advice, but makes it fun.  The stories that are told from so many different perspectives and fields, spanning across the globe, helps the reader to gain valuable insight into the world of Lovemarks.  The book is written in a conversational style which makes the book easy to read and understand.  The presentation is colourful and beautifully illustrated in such a way that it draws the reader in and engages with them.  

The Lovemarks Effect is a must read book for all, from the Lovemarks aficionado to the layman.  The Lovemarks Theory can be applied to all fields and industries as the Consumer Revolution applies to all industries and therefore everyone needs to start thinking differently about their products and brands. The consumer needs more and Lovemarks is the answer to the problem. In a world where consumers are constantly bombarded with information and options, brands need to step it up to break through the clutter. Building a Lovemark will provide brands with that extra fighting power that will keep them alive.