Indice del libro LOVEMARKS. Yo lo tengo !
CHAPTER ONE: START ME UP
Here’s what I learned from five great businesses I’ve worked
for: • Always surround yourself with Inspirational Players
• Zig when others zag • Get out of the office and into the
street • Live on the edge • Nothing is impossible.
CHAPTER TWO: TIME CHANGES EVERYTHING
The journey from products to trademarks, from trademarks
to brands. A quick look at why brands are running out
of juice as they confront the Attention Economy.
CHAPTER THREE: E M OTIONAL RESCUE
Why I believe emotional connections can transform brands.
If you spend your days re v i ewing data, read eve ry word of this
c h a p t e r. Twice. INSIGHTS: Maurice Levy, Publicis Gro u p e
CHAPTER FOUR: ALL YOU NEED IS LOVE
Taking brands to the next level depends on one four-letter
word: L-O-V-E. I N S I G H TS: Sean Fitzpatrick, sportsman;
Tim Sa n d e r s, Ya h o o !
CHAPTER FIVE: GIMME SOME RESPECT
Love will change the way we do business but only if it
is built on Respect. No Respect, no Love. Simple. Let’s
celebrate what respect has achieved.
CHAPTER SIX: LOVE IS IN THE AIR
Okay, so how do you create loyalty beyond reason?
INSIGHTS: Alan Webber, Fast Company magazine
CHAPTER SEVEN: B E AUTIFUL OBSESSION
So what are Lovemarks? They inspire loyalty beyond reason
through their obsession with Mystery, Sensuality, and
Intimacy to create a premium. Here are our first ideas about
putting them into action. INSIGHTS: Jim Stengel, Procter
CHAPTER EIGHT: ALL I HAVE TO DO IS DREAM
Understand how Mystery can transform relationships with
consumers. Great stories, mythic characters, the past,
present, and future together, dreams and inspiration. Be
inspired by the ideas and actions of great Mystery makers.
I N S I G H TS: Dan St o r p e r, Pu t u m a yo World Music; Cecilia
Dean, Vi s i o n a i re m a g a z i n e ; Maurice Levy, Publicis Groupe;
Sean Landers, artist
CHAPTER NINE: THE HUMAN TOUCH
The five senses–sight, hearing, smell, touch, taste–make
L ove m a rks real in the world. Leading sensualists show
h ow they move us. INSIGHTS: Dan St o r p e r, Pu t u m a yo
World Music; Masao Inoue, Toyota; Alan We b b e r,
Fast Company m a g a z i n e
CHAPTER TEN: CLOSE TO YOU
Intimacy is the challenge of our time. Intimacy demands
time and genuine feeling, both in ve ry short supply. Se e
h ow businesses deep into intimacy can create empathy,
commitment, and passion. INSIGHTS: Sean Fi t z p a t r i c k ,
s p o rt s m a n; C l a re Hamill, Nike Goddess
CHAPTER ELEVEN: AC ROSS THE BORDER
The L ove / Respect Axis is your first step. By plotting
w h e re you are today, you can trace where you need to go.
Using the Love / Respect Axis, Kodak shows how they
reinvigorated themselves with the youth mark e t .
I N S I G H TS: Eric Lent, Ko d a k
CHAPTER TW E LV E : I CAN SEE CLEARLY NOW
The reinvention of research. Xploring, power listening, and
powerful new proof that Lovemarks are what matter most
to customers. INSIGHTS: Malcolm Gladwell, writer; Peter
Cooper, QualiQuant International; Jim Stengel, Procter
& Gamble; Clare Hamill, Nike Goddess
CHAPTER THIRTEEN: IÕLL FOLLOW THE SUN
An Inspirational Consumer is precious beyond measure.
Saatchi & Saatchi people share their most inspiring
consumer stories. Tell me yours at www.lovemarks.com
I N S I G H TS: Tim Sa n d e r s, Ya h o o !; Malcolm Gl a d we l l, w r i t e r
CHAPTER FOURTEEN: ROLLING THUNDER
Lovemarks in action. Real life client stories from Olay, Tide,
Lexus, Cheerios, and Brahma beer showing the power of
Mystery, Sensuality, and Intimacy.
CHAPTER FIFTEEN: WHAT THE WORLD NEEDS NOW
The role of business is to make the world a better place for
e ve ryone. Becoming a Love m a rk has to be the destination of
e ve ry business. Step up to the challenge. INSIGHTS: Dr. Arno
Pe n z i a s, Nobel Pr i ze winner; Jim St e n g e l, Procter & Ga m b l e;
Sandra Da w s o n, Cambridge Un i ve r s i t y