|
Lovemark
''Lovemarks'' is a marketing concept that is intended to replace the idea of brands. The idea was first widely publicized in a book of the same name written by Kevin Roberts, CEO of the advertising agency Saatchi & Saatchi. In the book Roberts claims, "Brands are running out of juice". He considers that ''love'' is what is needed to rescue brands. Roberts asks, "What builds Loyalty that goes Beyond Reason? What makes a truly great love stand out?" Roberts suggests the following are the key ingredients to create lovemarks: *Mystery: **Great stories: past, present and future; taps into dreams, myths and icons; and inspiration *Sensuality: **Sound, sight, smell, touch, and taste *Intimacy: ** Commitment, empathy, and passion Roberts explains the relationship between lovemarks and other selling concepts through a simple schema based on respect and love. The full schema is as follows: mere ''products'' (commodities) command neither love nor respect. ''Fads'' attract love, but withou ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Kevin Roberts (businessman)
Kevin John Roberts (born 1949) is a British businessman. He was the chief executive officer (CEO) of the advertising agency Saatchi & Saatchi from 1997 to 2014. In September 2006, Saatchi & Saatchi won a US$430 million JC Penney contract because of the idea of '' lovemarks'', which was invented and promoted by Roberts. Roberts became executive chairman of Saatchi & Saatchi in 2015, then non-executive chairman in 2016. He resigned in August 2016 to focus on the marketing and leadership consultancy he founded in 1995, Red Rose Consulting. Early life and career (1949–86) Roberts was born and raised in Lancaster in the northwest of England. He was educated at Lancaster Royal Grammar School in the 1960s. He then became an assistant brand manager for Mary Quant Cosmetics in 1969. Roberts was later promoted to a brand manager. From 1969 to 1986, Roberts worked as international new products manager at Gillette, then group marketing manager at Procter & Gamble (P&G), then regional ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Saatchi & Saatchi
Saatchi & Saatchi is a British multinational communications and advertising agency network with 114 offices in 76 countries and over 6,500 staff. It was founded in 1970 and is currently headquartered in London. The parent company of the agency group was known as ''Saatchi & Saatchi PLC'' from 1976 to 1994, was listed on the New York Stock Exchange until 2000 and, for a time, was a constituent of the FTSE 100 Index. In 2000, the group was acquired by the Publicis Groupe. In 2005 it went private. History Early years (1970–1975) Saatchi & Saatchi was founded in London by brothers Maurice (now Lord Saatchi) and Charles in 1970. Following stints starting as a copywriter at the New York City offices of Benton & Bowles in 1965, then at Collett Dickenson Pearce and John Collins & Partners, Charles Saatchi teamed up with art director Ross Cramer, and the genesis of what would become Saatchi & Saatchi was born in London in 1967 as the creative consultancy CramerSaatchi. The consultanc ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Brand Commitment
A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create and store value as brand equity for the object identified, to the benefit of the brand's customers, its owners and shareholders. Brand names are sometimes distinguished from generic or store brands. The practice of branding - in the original literal sense of marking by burning - is thought to have begun with the ancient Egyptians, who are known to have engaged in livestock branding as early as 2,700 BCE. Branding was used to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot branding iron. If a person stole any of the cattle, anyone else who saw the symbol could deduce the actual owner. The term has been extended to mean a strategic personality for a product or company, ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Gender
Gender is the range of characteristics pertaining to femininity and masculinity and differentiating between them. Depending on the context, this may include sex-based social structures (i.e. gender roles) and gender identity. Most cultures use a gender binary, in which gender is divided into two categories, and people are considered part of one or the other (boys/men and girls/women);Kevin L. Nadal, ''The SAGE Encyclopedia of Psychology and Gender'' (2017, ), page 401: "Most cultures currently construct their societies based on the understanding of gender binary—the two gender categorizations (male and female). Such societies divide their population based on biological sex assigned to individuals at birth to begin the process of gender socialization." those who are outside these groups may fall under the umbrella term ''non-binary''. Some societies have specific genders besides "man" and "woman", such as the hijras of South Asia; these are often referred to as ''third gende ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Medieval
In the history of Europe, the Middle Ages or medieval period lasted approximately from the late 5th to the late 15th centuries, similar to the Post-classical, post-classical period of World history (field), global history. It began with the fall of the Western Roman Empire and transitioned into the Renaissance and the Age of Discovery. The Middle Ages is the middle period of the three traditional divisions of Western history: classical antiquity, the medieval period, and the modern history, modern period. The medieval period is itself subdivided into the Early Middle Ages, Early, High Middle Ages, High, and Late Middle Ages. Population decline, counterurbanisation, the collapse of centralized authority, invasions, and mass migrations of tribes, which had begun in late antiquity, continued into the Early Middle Ages. The large-scale movements of the Migration Period, including various Germanic peoples, formed new kingdoms in what remained of the Western Roman Empire. In the ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Cerveza Quilmes
Cervecería y Maltería Quilmes () is an Argentine drink company founded in 1890 in the city of Quilmes in Greater Buenos Aires. The company was established by Otto Bemberg, a German immigrant, in 1890 as a beer manufacturer.Un paseo por el Barrio Cervecero: su historia en fotos on Perfil.com by Silvina Palumbo, 30-08-2019 Since 2002, Quilmes is owned by AmBev, the largest beer manufacturer in the world. Apart from beer, the company bottles and commercialises |
The Coca-Cola Company
The Coca-Cola Company is an American multinational beverage corporation founded in 1892, best known as the producer of Coca-Cola. The Coca-Cola Company also manufactures, sells, and markets other non-alcoholic beverage concentrates and syrups, and alcoholic beverages. The company's stock is listed on the NYSE and is part of the DJIA and the S&P 500 and S&P 100 indexes. The soft drink was developed in 1886 by pharmacist John Stith Pemberton. At the time it was introduced, the product contained cocaine from coca leaves and caffeine from kola nuts which together acted as a stimulant. The coca and the kola are the source of the product name, and led to Coca-Cola's promotion as a "healthy tonic". Pemberton had been severely wounded in the American Civil War, and had become addicted to the pain medication morphine. He developed the beverage as a patent medicine in an effort to control his addiction. In 1889, the formula and brand were sold for $2,300 (roughly $71,000 in 2022) to A ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
JC Penney
Penney OpCo LLC, doing business as JCPenney and often abbreviated JCP, is a midscale American department store chain operating 667 stores across 49 U.S. states and Puerto Rico. Departments inside JCPenney stores include Mens, Womens, Boys, Girls, Baby, Bedding, Home, Fine Jewelry, Shoes, Lingerie, ''The Salon by InStyle'', ''Sephora inside JCPenney'', as well as leased departments such as Seattle's Best Coffee, US Vision optical centers, and Lifetouch portrait studios. Most JCPenney stores were initially located in downtown areas, but, as shopping malls grew in popularity during the 1960s, the chain began relocating and developing stores to anchor the malls. In recent years, JCP has opened stores in power centers, as well as stand-alone stores, sometimes adjacent to competitors. The company has been an Internet retailer since 1998, and it has streamlined its catalog and distribution while undergoing renovation improvements at store level. In May 2020, JCPenney filed for Chap ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Passion (emotion)
Passion (Greek ''πάσχω'' "to suffer, to be acted on" and Late Latin (chiefly Christian) ''passio'' "passion; suffering" (from Latin ''pati'' "to suffer"; participle: ''passus'')) is a term used to denote strong and intractable or barely controllable emotion or inclination with respect to a particular person or thing. Passion can range from eager interest in, or admiration for, an idea, proposal, or cause; to enthusiastic enjoyment of an interest or activity; to strong attraction, excitement, or emotion towards a person. It is particularly used in the context of romance or sexual desire, though it generally implies a deeper or more encompassing emotion than that implied by the term ''lust'', often incorporating ideas of ecstasy and/or suffering. Denis Diderot (1713-1784) describes passions as "penchants, inclinations, desires and aversions carried to a certain degree of intensity, combined with an indistinct sensation of pleasure or pain, occasioned or accompanied by som ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Empathy
Empathy is the capacity to understand or feel what another person is experiencing from within their frame of reference, that is, the capacity to place oneself in another's position. Definitions of empathy encompass a broad range of social, cognitive, and emotional processes primarily concerned with understanding others (and others' emotions in particular). Types of empathy include cognitive empathy, emotional (or affective) empathy, somatic empathy, and spiritual empathy.Rothschild, B. (with Rand, M. L.). (2006). ''Help for the Helper: The psychophysiology of compassion fatigue and vicarious trauma''. Etymology The English word ''empathy'' is derived from the Ancient Greek (''empatheia'', meaning "physical affection or passion"). That word derives from (''en'', "in, at") and ('' pathos'', "passion" or "suffering"). Theodor Lipps adapted the German aesthetic term ("feeling into") to psychology in 1903, and Edward B. Titchener translated into English as "empathy" i ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Icon
An icon () is a religious work of art, most commonly a painting, in the cultures of the Eastern Orthodox, Oriental Orthodox, and Catholic churches. They are not simply artworks; "an icon is a sacred image used in religious devotion". The most common subjects include Christ, Mary, saints and angels. Although especially associated with portrait-style images concentrating on one or two main figures, the term also covers most religious images in a variety of artistic media produced by Eastern Christianity, including narrative scenes, usually from the Bible or the lives of saints. Icons are most commonly painted on wood panels with egg tempera, but they may also be cast in metal, carved in stone, embroidered on cloth, done in mosaic or fresco work, printed on paper or metal, etc. Comparable images from Western Christianity can be classified as "icons", although "iconic" may also be used to describe a static style of devotional image. In the Greek language, the term for icon paintin ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Marketing
Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emphasize in advertising; operation of advertising campaigns; attendance at trade shows and public events; design of products and packaging attractive to buyers; defining the terms of sale, such as price, discounts, warranty, and return policy; product placement in media or with people believed to influence the buying habits of others; agreements with retailers, wholesale distributors, or resellers; and attempts to create awareness of, loyalty to, and positive feelings about a brand. Marketing is typically done by the seller, typically a retailer or manufacturer. Sometimes tasks are contracted to a dedicated marketing firm or advertising agency. More rarely, a trade association or government agency (such as the Agricultural Marketing Servic ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
.jpg "Click for more on -> Brand Commitment")
.jpg "Click for more on -> Cerveza Quilmes")
_2.jpg "Click for more on -> Empathy")
