Lovemarks : the future beyond brands

Autori

• Kevin Roberts
• A. G. Lafley

Parametri

• 224 pagine
• 8 ore di lettura

• Arte / Cultura
• Commercio e vendita
• Design
• Economia e affari
• Saggistica

Maggiori informazioni sul libro

Kevin Roberts passionately believes that love is the way forward for business. Here he recounts the journey from products to trademarks to brands - and the urgency of taking the next step - to Lovemarks. His argument is that brands, numbed by the assault of commodification and customer indifference, have run out of juice. The solution? The creation of products and experiences that will create long-term emotional relationships with consumers. To this end, Roberts advocates infusing brands with the fundamental Lovemark elements: Mystery, Sensuality, and Intimacy.

Lingua: Inglese

Pubblicato: 2004

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