Loveworks - How the World's Top Marketers Make Emotional Connections to Win in the Marketplace
In 2004 Kevin Roberts wrote Lovemarks: The Future Beyond Brands (Powerhouse). It was admired as a breakthrough in marketing thinking but was also controversial because of its surprisingly obvious thesis: that emotional connections are at the heart of sustained relationships between producers, retailers and consumers. Loveworks adds to Lovemarks in an essential way by providing real world business examples and outlines the roadmaps followed by several famous brands to achieve Lovemark status. It shows in detail how many of the world's top marketing companies apply it.