The Future Beyond Brands—10 years after
Lovemarks was named one of the ten best Ideas of the decade by Advertising Age magazine. Other outstanding ideas were consumer control, brand journalism, branded utility, crowdsourcing, marketer as media, earned media, Long Tail, Tipping Point and Madison & Vine.
A decade after Kevin Roberts fïrst presented Lovemarks [trustmarks] in the September 2000 issue of Fast Company, when advertising as an industry was already rolling over to go belly up in the wake of consumer behaviour drastically changing and brands were quickly losing respect. Instead of falling into a depression, I let myself be carried in a permanent state of enthusiasm, excited over the idea that my industry would now change for the better. A dire old world brand steward of fortune 500 companies myself, it took forever to reach a true understanding of where we are being taken to and what needs be done for agencies and their brands to permanently innovate and continuously create new meaning for their brand. (An age old myth of a strategy, that of keeping your wife pregnant for the rest of her youth days to ensure her loyalty daunted on me).
First and foremost lovemarks was an idea that did it for Saatchi and Saatchi as a tool for acquiring new business: In September 2006, JC Penney awarded the agency its $430 million advertising account and publicly indicated that decision had been significantly influenced by Mr. Roberts’ Lovemarks book and philosophy.
With the lovemarks effect now being Saatchi & Saatchi secret sauce to the effect of, and according to this Advertising Age interview, the future of Saatchi & Saatchi depends on Lovemarks becoming a Lovemark as much as Saatchi & Saatchi becoming a Lovemark themselves.
The future of communications beyond advertising
Research fun and fine with all there was to know delivered by strangers blogging their hearts out and no insights coming from the official press to say the least for my current, so very healthy smallville German location, only last month three big insights finally collided:
- Prof. Dr. Peter Kruse explaining how easily our brain triggers false conclusions and how the world [research conducted with heavy users only] is being split into two profiles, that of being ‘digital natives‘ and ‘digital visitors‘ by which the state of ‘digital visitors’ exemplifies the state of advertisers at large and explains what is holding our industry back: the unexperienced can’t scholar the increasingly sophisticated and experienced consumer market.
- A banal, purely practical solution was offered by Gareth Key from Goodby Silverstein and Partners when he coined ‘ideas that do‘, which immediately became my general response for solving all sorts of issues.
- Desktop revolution stops short from transforming ad industry: No pocket size ad services such as offering digital footprints as a service.
Call for advertising residents to turn digital natives
15 years after Negroponte’s being digital was first published, digital visitors must now make the leap to becoming digital residents. No digital footprints – no lovemarks.
Edmund Choe, Brett Channer, Andy Greenaway, Kate Stanners, Chris Graves, Paul Siburn, Fabio Fernandes, John Pallant, Tom Esslinger, Pablo Del Campo, Steve Back, Mike McKay, Derek Lockwood, Mary Baglivo, Robert Senior, Bill Cohrane, Pedro Simko, Vaughan Emsley, Simon Francis, Peter Hubbell, Richard Hytner, Andy Murray, Milano Reyna, Kurt Ritter,
Kevin Roberts, Ian Rowden, Bob Seelert
Watch this space as the story unfolds on how to turn Proctor & Gamble’s brands into lovemarks beyond reasoning and gain new momentum for lovemarks and the lovemarks company.
– German change advocat Peter Kruse on networks
- Every Day Matters for JC Penny—KR CONNECT
- Every day matters—The inspiration room
- Peter Kruse on networks—What’s next [German]
- nextpractice—Peter Kruse consultancy
- The Evolution of Commitment—graphic courtesy of duct tape marketing