Forget the brand - all you need is lovemarks

By SIMON HENDERY marketing writer

From the reception area at Saatchi & Saatchi's Parnell offices, the journey to find the agency's worldwide chief executive spirals downwards.

You soon realise this because the plaque at the top of the stairwell reads: Stairway to Kevin.

At the bottom of the stairs, in an elegant, art-filled office, Kevin Roberts sits on an equally elegant sofa, Diet Pepsi in hand, ready to talk about his new book.

Lovemarks - The Future Beyond Brands will contain no huge surprises for those who have heard Roberts speak or read about his lovemark doctrine in the past five years.

This book (recommended retail price $49.99, published by Reed) is Roberts' lovemarks manual in full graphic design, multi-colour, many-fonted glory.

Roberts says the book has generated a big response from business school academics, Saatchi clients, marketing professionals, and even the fashion and design industry.

"We want this to become part of pop culture. Our belief is that advertising, marketing and branding are now so within the reach of everyone. Everyone has a point of view on brands, whether you're aged 14 or 64. We hope that the book will be read by the consumer, by the public at large."

Roberts - the Lancaster lad who calls New Zealand home, works out of Saatchi HQ in New York and lives on aeroplanes - admits during the interview that he polarises people.

If they bother to pick it up, his detractors will no doubt chortle at how much of Lovemarks is about the life and times of Roberts.

But he makes no apologies. Lovemarks the book is an example of lovemarks the concept.

For those who have been asleep for the past five years or deliberately avoiding Roberts, lovemarks are, as the book title suggests, his vision of the future for marketing beyond brands, which he believes have run their course.

Brands have become dependable but risk-averse, he says. What consumers are looking for is to make a connection involving "loyalty beyond reason". This is achieved through the use of mystery, sensuality and intimacy.

Red Bull, Apple, Lexus are examples of lovemarks. In a world of unparalleled consumer options, their users choose them for reasons beyond their functionality.

"I've tried to make it [the book] sensual, so we chose very expensive paper.

"We chose lipstick red as a colour rather than anything else because its a very hot, fiery kind of colour.

"We tried to make it a living lovemark - to be full of mystery, sensuality, intimacy. It's very intimate - it talks about where I live, what I like, my wife, my auntie, my mother-in-law."

Some marketers and advertising types spoken to by the Business Herald say they are still to be convinced that a lovemark is anything more than a strong brand.

But Roberts says brands do not have those elements of mystery, sensuality and intimacy.

"Brands don't play in all three of those areas. Most brands, for example, overload you with information about themselves. In fact the more you know about something the less interesting it is."

Since September 11, with Americans feeling very insecure, the concept is resonating in the US, he says, because consumers feel the need for emotional connections.

"One of the things we believe distinguish lovemarks from brands is that lovemarks belong to the people who use them. Brands belong to companies, agencies and brand managers. Brand managers talk about 'my brand'. Have a look at their advertising, it's all about their benefits. It's very rarely empathetic to the consumer."