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Kevin Roberts is the CEO Global of Saatchi and Saatchi, and best selling author of Lovemarks. During this video he explains the importance of bringing love into business.

According to Kevin Roberts, “Lovemarks thinking is the unique way we look at the relationships people have with products, services and entities. Lovemarks are the future beyond brands because they inspire Loyalty Beyond Reason. Lovemarks transcend brands. They deliver beyond your expectations of great performance. They reach your heart as well as your mind, creating an intimate, emotional connection that you just can’t live without.”

Lovemarks is one of my favorite business books. It challenges business, marketing and advertsing.

Although many of the principles in the book are not “new” I think the term “Lovemark” is genius.

Even the book’s design is fantastic with many colorful, creative pictures, useful examples and it is not written in the same way as your typical business book. You may feel that many of the examples are ones you have heard before, but it is worthwhile to spend some time with this brand concept because it reminds us to evoke emotion (passion) into everything we do, humanizing our approach to business.

I think Lovemarks is a solid business tool and a brilliant strategy to lure and sustain customers. If you are interested in entering into the hearts of your customers and not just their wallets, you should pick up this book and lend ear to Kevin.

As a collector of fine writing instruments, one of my lovemarks is Montblanc because of its timeless beauty.  What is your lovemark?  And, what can we learn from these brands that we “love?”

Moreover, how will can we institute a Lovemark culture within our own businesses or brands to create loyalty beyond reason?

~ Preston Byrd