What are some of your favorite products? Do you have a favorite brand of shoe, clothing or car? Why are those products and brands your favorite?
Maybe your favorite brand of shirt makes you feel confident or fierce? Whether consumers want to admit it or not, they buy, especially the expensive items, due in large part to the emotions they feel about the product and/or the company.
A new book, Loveworks: How the World’s Top Marketers Make Emotional Connection to Win in the Marketplace, by Brian Sheenan explains how companies can find and use the emotional factor of their customers to sell more product. The book has one mission, “to provide tangible proof that when brands engage consumers’ deepest emotions — instead of just appealing to their intellects, or even their basest instincts — they win in the marketplace.”
The author states that the book is based on Lovemarks: the Future Beyond Brands by Kevin Roberts, CEO of Worldwide Saatchi & Saatchi. Lovemarks was a book published in 2004 and made a big impact on marketing and advertising.
The book did have some controversy attached to it because many critics thought that the theory was too polarizing. The basic question at the center of Lovemarks is “Will this make someone fall in love with this brand?”
Sheenan writes about the purpose of his book, “The goal here is not to cheerlead, but to prove.”
The author provides real world applications along with proven results in the many case studies that make up the bulk of the book. He provides details of how companies such as Swiffer, T-Mobile, Lenovo, Toyota, Visa, Cheerios, Pampers, Trident, Nike and many others have made consumers fall in love with their products and their brands.
The last chapter provides a road map for implementing Loveworks. There are four basic steps, including a discovery phase, exploration, inspiration and attraction. Sheenan provides details on what each step is and how a company can implement and benefit from each step.
The book includes colorful photos and is in the format of a scrapbook or photo book. The writing is good and easy to read. The information provided in the case studies does illustrate the author’s points. While the book does provide the four steps, readers shouldn’t expect a lot of direct writing about the how-to in this book. The lessons and the how-to are found in the case studies.
About the Author: Brian Sheenan is an associate professor of advertising at the S.I. Newhouse School of Public Communications, Syracuse University. He was with Saatchi & Saatchi for 25 years. He has written two other books, Basics: Online Marketing and Basics: Marketing Management.