2004-10-24 09:26:50 UTC
No.1: KEVIN ROBERTS
When it comes to naming the most embarrassing (and least
embarrassable) people in New Zealand public life, this bloke would
always come at, or near, the top of the list ---- unless you have a
high regard for self-serving, shallow, babbling crap artistes.
Now, whether you like them or not, you musty admit that some right
wing thinkers at least can state coherently what they believe. This
is not the case with the baffling Roberts, who has never, to our
knowledge, uttered a sentence that makes sense. It should be noted
that Roberts' inability (or unwillingness?) to say anything that makes
sense has not prevented him from rising to the top of the corporate
world. Saatchi and Saatchi pay him an obscene amount of money to
churn out this sort of crapola every day. We take the view that this
is as much a reflection on the intellectual rigour (or lack of it) of
the advertising world and the corporate world as it is a tribute to
the unflappable, unshameable Roberts, blitherer and bullshitter par
We urge you to sit back and enjoy the following piece of unmitigated
bullshit from the man who once wrote an open letter to the New York
Times, urging N.Y. governor George Pataki to DISPENSE WITH AN ELECTION
and just re-appoint a mafia-connected mayor. When this bloke's fertile
mind starts fertilising, you have to just.... well, sit back and
Kevin Roberts' presentation at Borders Westwood bookstore, Los
Angeles, delivered on 4 August 2004.
I have always believed in the power of ideas. Ideas are like
fireworks. They spark the present and light up the future. At Saatchi
& Saatchi we believe Nothing is Impossible.
We are at the end of a great journey. From Products to Trademarks,
from Trademarks to Brands.
Brands have stalled. Lost in the clutter of the Attention Economy.
Mauled by ferocious competition. Eroded by commodification - the
process that erodes distinctions, that rapidly cycles through
innovations and pushes for ever higher standards of performance and
Consumers live in a world where the snacks are crisp, cars start first
time and all beer tastes good. Brands are table-stakes. What comes
Saatchi & Saatchi found the answer in some outstanding brands. Brands
that have transformed how they connect with consumers. Brands that
They invent a future beyond brands.
Lovemarks are super-evolved brands that make deep emotional
connections with consumers. Passionate connections that go inside
people's lives and make a difference.
We call the people who love and sustain these brands Inspirational
Consumers. California is a hotbed of Inspirational Consumers. You lead
the edge of a breaking wave in consumer power. A brand new world
shaped not by companies, governments, marketers or media. But by
Lovemarks are owned by the people who love and use them.
Lovemarks inspire Loyalty Beyond Reason.
Lovemarks can be anything that people care deeply about. And as
Lovemarks.com, our virtual testing ground shows, it's amazing what
people do care about!
We've had an avalanche of Lovemarks nominations on Lovemarks.com -
everything from Lego and Leatherman to Google, Gandhi and the grand
prize in our Lovemark.com story competition the Toyota Prius.
For ten months the world's consumers have been sending us Lovemarks
stories of passion, of inspiration, of dream, of poetry. Many moved
us. One especially touched us. Shortly I will reward that touch with
the car that owns Hollywood. Stand by for the Prius winner
Take a brand away and people replace it. Take a Lovemark away and
people protest. We all have our own Lovemarks: the restaurant we keep
secret. The only tennis racquet we'll ever buy. The book store we
break appointments for. The sports teams we back forever...
Lovemarks are the charismatic brands that people get emotional about.
You know them instantly whether you are in LA, London, Shanghai or
Harley Davidson, definitely. Suzuki? I don't think so.
The iPod is a Lovemark; Sony is playing catch up.
Russell Crowe as "Gladiator" was the real deal. Brad Pitt as Achilles
was a "Troy-Boy".
Bush or Kerry? You tell me!!!
Five insights into Lovemarks
1. Lovemarks capture emotion. Once it was safer not only to dumb down,
but to numb down as well. No longer. Emotion is back in style. Science
has proved that humans are powered by emotion, not by reason. Brain
scientist Donald Calne sums up: "The essential difference between
emotion and reason is that emotion leads to action, while reason leads
to conclusions." More emotion, more action.
Emotion is the new frontier of marketing. Give people more reasons to
do stuff and their eyes glaze over. Only emotion excites them to
action.People without passion or emotion cannot do great work. People
with passion and emotion can do anything.
They work the Is and the Es: I for Ideas, Imagination, Intuition,
Insight and Inspiration. E for Emotion, Empathy, Energy, Exploration,
2. Lovemarks are Irreplaceable and Irresistible. Big brands have made
huge investments in Respect for decades. But Respect is no longer
enough. Respect can make brands Irreplaceable to millions of consumers
everyday. Only Love makes them Irresistible. Nothing else will do.
3. Lovemarks earn both Love and Respect. We mapped Love and Respect on
this Axis. Low Respect, Low Love. Commodity hell. Steel, gravel and
logs. No names with no claims.Low Respect, High Love. The Fad zone.
Hero today. Zero tomorrow. From Ugg boots to Martha.
High Respect, Low Love most brands are stuck here focused on the
"e-r" words: newer, brighter, stronger, bolder, and cheaper. High
Respect, High Love. Lovemarks. New value lies in this uncharted
For decades our client Toyota's passion has been Respect. Now they are
connecting with the power of emotion. Senior vice president at Toyota
USA Don Esmond on the new challenge: "It's time to move from the most
respected car company in America to the most loved." That would put
Toyota right here: High Love and High Respect. A Lovemark.
4. Lovemarks touch Mystery, Sensuality and Intimacy. This is why my
book looks the way it does. Big impact visuals alongside intimate
details. Anything to open people up to the spirit of Lovemarks.
Mystery to draw together stories, metaphors, dreams and symbols. Most
brands squeeze out Mystery with too much information. When everything
is known, there is nothing left to thrill.
Sensuality shapes the emotions. Sight, sound, smell, touch, taste.
Through the five senses we experience the world. On Screen. In Store,
On the go.
And the warm breath of Intimacy. The fine art of being close to
consumers, without getting in their faces. Empathy, commitment and
passion. The intimate connections that today no one takes for granted.
5.We can measure Lovemarks. Lovemarks are now backed up by another E
word: Evidence. Lovemarks reinvent brands. To prove it we reinvented
research. Saatchi & Saatchi has been working with QiQ International
from London for more than a year. We have developed a unique
methodology to measure Lovemarks and emotion.
We can now measure the unmeasurable. We have remarkable evidence of
the huge commercial advantages of Lovemarks. In terms of preference,
in terms of usage, in terms of future purchase.
Lovemarks action. I am a working CEO, not a consultant or academic.
What matters to me is action. The REAL world of business is anchored
by Respect at one end and inspired by Love at the other. Propelling
them both forward is Emotion and Action.
R-E-A-L. Respect, Emotion, Action and Love. The essence of Lovemarks.
Lovemarks put the consumer at the center. They understand the source
of their power. As Executive Vice President of Toyota, Yoshio Ishizaka
says: "Lovemarks are determined by the customers, not us. We really
cannot determine anything. The customer does that. That is the
P&G is the world's largest advertiser. Their mantra? The Consumer is
Boss. CEO A G Lafley wrote the Foreword. "By building brands that
people love we are helping P&G reinvent how to create and nurture big
Lovemarks are now out in the world. People don't park their emotions
outside the marketplace. They put them in the driver's seat. Emotion
rules our life choices. Love inspires them.
Lovemarks needs ideas people. Radical optimists. Inspirational
Consumers. People who are emotional, challenging, inclusive, truthful.
Who are determined to make a difference.
Who wants to do anything less?
copyright 2003 lovemarks.com | all rights reserved
This load of bilge is reproduced as a public service by MORON SPOTTERS
INTERNATIONAL, a division of Daisycutter Sports Inc.