{"id":230,"date":"2006-02-07T08:08:23","date_gmt":"2006-02-07T13:08:23","guid":{"rendered":"http:\/\/www.danielharper.org\/blog\/?p=230"},"modified":"2006-06-30T01:12:15","modified_gmt":"2006-06-30T05:12:16","slug":"lovemarks-third-and-final-part","status":"publish","type":"post","link":"https:\/\/www.danielharper.org\/blog\/?p=230","title":{"rendered":"“Lovemarks,” third part"},"content":{"rendered":"

I’ve been writing about Kevin Roberts’ new book on marketing, Lovemarks: The Future beyond Brands<\/em> [ Link to part one<\/a> Link to part two<\/a>]. Roberts’ main contention is that marketing has to move beyond brands to something new. Here’s one more take-away point from the book:<\/p>\n

Brands vs. “lovemarks”<\/strong><\/p>\n

Throughout the book, Roberts says that the key to a new kind of marketing is to develop “emotional commitment.” To show what he means, he includes a table contrasting qualities associated with brands, and qualities associated with a new kind of marketing….<\/p>\n

BRAND –> Lovemark
\nInformation –> Relationship
\nRecognized by consumers –> Loved by people
\nGeneric –> Personal
\nPresents a narrative –> Creates a love story….
\nSymbolic –> Iconic
\nDefined –> Infused
\nStatement –> Story
\nDefined attributes –> Wrapped in mystery…
\nProfessional –> Passionately creative<\/p><\/blockquote>\n

Apply some of these contrasts to Unitarian Universalism:<\/p>\n