New Book Showcases Lovemarks Case Studies from Around the World
Saatchi & Saatchi is launching Loveworks: How the world’s top marketers make emotional connections to win in the marketplace today at the Cannes Lions International Festival of Creativity 2013.
Loveworks is researched and written by Brian Sheehan, a professor of advertising at the S.I. Newhouse School of Public Communications at Syracuse University in New York. Sheehan is also a former CEO of Saatchi & Saatchi in Japan and Australia, and at Team One in Los Angeles.
Kevin Roberts, CEO Worldwide of Saatchi & Saatchi, controversially introduced the theory of Lovemarks ten years ago as “the future beyond brands,” with some critics calling the idea “sacrilegious” and “unscientific.” Lovemarks forms the basis of Saatchi & Saatchi’s work with clients around the world. Loveworks, a collection of Lovemarks case studies, delivers the proof that love actually works.
“Lovemarks has reframed marketing,” says Roberts of the impact of the thinking within Saatchi & Saatchi. “Brian’s new book brings the Lovemarks journey alive with rigor, acute observation of marketing practice, and great storytelling. I recommend it to industry influencers, academics, and advertisers as timely, relevant, and revelatory.”
The book features 20 case studies showcasing brands winning in the marketplace by applying the Lovemarks method. Brands featured in Loveworks include: Procter & Gamble’s Pampers, Swiffer, and Safeguard; Camry and Lexus from Toyota; Cheerios from General Mills; T-Mobile; Visa; Guinness; Miller; Skol; Lenovo; and The Ritz-Carlton.
Sheehan’s Loveworks emphasizes the impact that Lovemarks can have on future generations of advertising professionals. To support their academic efforts, Saatchi & Saatchi has created a number of teaching resources available on its Lovemarks Campus Facebook, dedicated to the academic exploration of emotion and marketing.
This is the fourth Lovemarks book in which Saatchi & Saatchi has collaborated with Brooklyn, NY-based independent publisher powerHouse Books. The portfolio of books has sold more than 300,000 copies worldwide in 18 languages.
Loveworks is now available on Amazon.com and in good bookstores worldwide. To preview the book online, please visit the website here: www.loveworksthebook.com.
Contact:Zoe Kent Creative & Communications Co-Ordinator Saatchi & Saatchi EMEA Tel: +44 20 7462 7084 Contact Zoe via email
Sonic Branding For Social Media: Engage, Align, Connect
By Chad Cook -- With more than five billion people accessing social media daily, savvy brands understand the importance of cultivating a strong social identity. They devote massive resources toward brand awareness, audience targeting, content strategy and community engagement. Yet, while they know that social platforms are critical to boosting sales and attracting new customers, many neglect one of the most effective tools for connecting with consumers: sonic branding. Marketers often associate sonic branding with catchy mnemonics used by big brands like McDonald’s, Netflix and Intel in their advertising. But that is a very limited view of what sonic branding is and what it can do. Sonic branding is a way to build awareness and stimulate engagement across all touch points, from advertising to broadcast digital, in-person and social. And it’s not limited to members of the Fortune 500. Brands at all levels can benefit from a sonic identity that is memorable, engaging and reflective of its core values. Sound has been scientifically proven to be deeply tied to memory and emotion. There’s a reason that certain songs stick in your head and bring back memories formed years or even decades earlier. So, it’s surprising that sonic branding is often an afterthought in marketing plans. That is especially true in social media marketing. Faced with tight deadlines and strained budgets, creative teams are often tempted to select music for their content simply because it “fits.” Unfortunately, that may result in content that is in tune with what’s trending but is out of tune with brand identity. Effective sonic branding, by contrast, requires thoughtful strategic planning,... Read More