In lovemarks pdf free download book Roberts claims, “Brands are running out of juice”. Roberts asks, “What builds Loyalty that goes Beyond Reason?
What makes a truly great love stand out? Roberts explains the relationship between lovemarks and other selling concepts through a simple schema based on respect and love. Roberts, command both respect and love. This is achieved through the trinity of mystery, sensuality, and intimacy. Kevin Duncan describes the concept in more traditional marketing terms, noting that there are “two axes,” one of which runs from low to high respect, and the other which runs from low to high love.
For a brand to transcend into “lovemark” category, it has to be high on both axes at once. Duncan sums up the concept in one sentence thus: “Creating loyalty beyond reason requires emotional connections that generate the highest levels of love and respect for your brand. Some marketers question the usefulness of the Lovemarks concept. A recent study tested whether one of Robert’s Lovemarks – Nike – actually enjoyed higher than expected brand loyalty. The study, based on analysis of TNS consumer panel data, found Nike did not exhibit higher than usual loyalty.