Archive Site 1997–2016
Kevin Roberts
Love Machine
Speech
An address to the 12th Annual Automotive Advertising Strategy Conference. One of the great themes of last century was the love affair with the automobile. If this huge, vitally important industry is to sustain a decades-long romance, it has to realise it is not just “moving metal”. The automotive industry must turn marques into lovemarks.
Saatchi’s Labour of Love – Adnews (PDF)
Interview
An article focussing on the transition from trademark to trustmark to Lovemark.
Mr Lovemark Bites His Critics – The Australian (PDF)
Interview
A perspective on local and global branding, and Lovemarks.
Who Loves You Baby, Kevin Does, grrr – The Australian Financial Review (PDF)
Interview
An explanation of the genesis of Lovemarks, and the implications for the future of brands.
Will Concorde’s Brand Ever Fly So High Again? – Marketing UK (PDF)
Interview
A look at the Concorde brand and what it will take to return to its previous status as a Lovemark.
Dance, Dance, Dance
Speech
An address to the American Magazine Conference 2000. Connecting emotionally with consumers must be the number one job of agency creatives and magazine editors. Whether the headlines are fast cars, hot gossip or hard news – emotion is what keeps readers coming back for more.
The Power of Love
Speech
An address to the Adtech Europe 2000 Conference. A provocation aimed at the dot com deadpool: several arguments in favour of television, mass marketing, building billion dollar brands, becoming a Lovemark, the Evernet, moods, brains, Xena and Maximus, research vampires, respect, trust and love.
At the Edge
Speech
An address to the Resource Management Law Association Conference. Ideas about: creating the conditions for peak performance; re-framing “the New Zealand story” to create a compelling national identity;· creating the right focus among all New Zealanders to elevate New Zealand to Lovemark status; taking the world on from the edge and winning!
Trust in the Future – Fast Company (PDF)
Interview
Fast Company presents the latest thinking on brand evolution: Lovemarks
Online Ads could Change Anti-Social Medium – The Wall Street Journal (PDF)
Interview
Web advertising and dotcoms get a blast at the Ad:Tech Conference in San Francisco.
Emotional Rescue at Adtech
Speech
An address to the Adtech Conference. If the internet is posed as a challenge to advertising, then emotion is the challenge for the Internet. Emotion is no longer ‘nice-to-have’ icing but the critical underpinning, the beating heart of any business whether it is operating online or offline.
Learning the Business of Sport – The New Zealand Herald (PDF)
Interview
Hire on passion, give autonomy, cut bureaucracy, bosses shouldn’t try to be messiahs – stories from the annals of peak performance.
Nine Muses
Speech
Keynote address to the Makati Business Club. The structure of global business is in flux. The next few years are going to be filled with massive opportunities all around the world. The successful companies will be a new kind of company. Optimistic, creative companies that make peak performance their goal.
Tongamazing!
Speech
An address to the Tongan Tourism Industry. Tonga has retained it’s uniqueness and vibrancy in an era when many small nations are swamped by the influences of global culture. However, it must be careful to develop tourism in a way that celebrates all that is wonderful and unique, and does not encourage a Tongan experience to become just another holiday.
