Gone are the days of the consumer as an obedient servant. The clever, creative use of screens is the key to communication with this critical filming, blogging and social-networking generation.
Emotion vs. reason: the pre-eminence of function and efficiency is over. Today we want to be guided by the heart, to reconcile reason and sentiment, to make space for the senses and to live better.
“Black t-shirt and an easy laugh, Kevin Roberts is pretending to be the big boss of the advertising agency Saatchi & Saatchi. In reality, he is a preacher, preaching love via brands,” writes Le Temps.
“I compare the advertising message to a conversation between friends. Everything that is said between friends can, in my opinion, be said in advertising. For me, there are no taboos.”
“A brand has to move you.” The role of Lovemarks in the new Consumer Republic, where consumers are boss, and companies would do well to listen.
“Roberts is transforming his agency into an Ideas Company, while finding time to alert global brands to the fact that consumers are more powerful than ever. In this encounter, he reassures Renzo that Diesel is, indeed, a Lovemark.”
A discussion with Ian Sclater about Mystery, Sensuality and the future of brands; “It’s not enough to like a product – now you must give your heart”.
Co-operation or competition? They’re both necessary, and having one without the other can only result in problems. Co-opetition is the new way to interact in the Consumer Republic.
The challenge for the wine industry is for vintners to sell dreams instead of prices – emotion is the key to making a mark in viniculture.
Winning the shopping challenge will be an obsession of 21st century business. The second edition of the book “Lovemarks” includes a chapter exploring the rising importance of store environments to brand marketing.
This column states a claim for ‘The War on Terror’ being reframed into a more inclusive campaign such as ‘The Fight for a Better World’.
