I wrote Lovemarks, The Future Beyond Brands – in 2005 and The Lovemarks Effect a year later in 2006.  Both books have endured well, and are still being used by Practitioners, Universities and Management schools in many countries.
Lovemarks was one of Advertising Age’s 10 ideas of the decade and has been published – by Powerhouse Books New York – in 18 languages.
I was asked to give a couple of speeches recently on Lovemarks (in Mexico and the Middle East) as we seek even more emotional connectivity to brands, countries, restaurants, and experiences.  During a Q&A session I was asked for a rundown on my current Lovemarks.
Here’s what I said:
·      Tommy Bahama.  Captures Island escapism like no other.  My wardrobe is full of their long-sleeved t’s, swimming trunks, casual pants – and I’ve eaten recently in two of their restaurants (Waikiki and Scottsdale) where they serve great Island food with a Jimmy Buffet vibe – live music every night.
·      Restoration Hardware.  Have just opened a great new concept store in Manhattan – who said Retail was dead?  Mystery, Sensuality and Intimacy at its finest.
·      Cannondale.  Robin put me on his one on Vancouver Island.  Wow, what a ride.  Trudy surprised me with an elite all-road model at Christmas.  Shaved my best time by 5%!  A true Black Beauty.
·      Binkley’s Restaurant.  Kevin and Amy’s follow up to Binkley’s Cave Creek.  A complete disruptive restaurant experience.  In Phoenix.  You start out on the terrace next to Amy’s garden for five little tasters, then into the bar area for innovative plays on bar food, before ending up in the dining room / open kitchen.  There’s one menu, seasonally driven, changing every night, locally sourced, 20 or so courses all served to all guests at the same time, brilliant wine pairings, and you’re free at any time to dive into the kitchen with Kevin and his chefs and prepare something yourself.
·      Barca Velha.  I came late to this beautiful wine (perhaps because it was Sir Alex Ferguson’s favourite and I’m automatically biased against anything Manchester United).  But now I’m a fan.  I’ve worked with the Guedes family in Porto for a couple of years now and have explored their Douro vineyards and been seduced by the wines of their Quinta da Leda – check out Decanter magazine’s Steven Spurrier’s Barca Velha vertical tasting of 16 vintages since 1964.  I’m drinking the 2008.  Absolutely fantastic.
·      Klondike ice-cream bars.  A square of vanilla ice-cream coated with a thin layer of chocolate.  My (not so) secret pleasure.  Introduced in 1922 in Mansfield, Ohio – now owned by Unilever – still totally retro, non-hip, non-premium.  “What would you do for a Klondike Bar?”
·      Booths Supermarkets in Lancashire, Cumbria and Yorkshire.  Still family owned, still providing the best food and wine experiences – and still surviving in the wild world of UK food retail – because they put the customer at the heart of everything they do.
All seven of these ‘brands’ create loyalty beyond reason.  And all seven are Irresistible!


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Kevin Roberts

Kevin Roberts is founder of Red Rose Consulting; business leader and educator; author and speaker; adviser on marketing, creative thinking and leadership.


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