Never Forget Consumers Are Smart

I’ve just finished reading THE LOVEMARKS EFFECT from Saatchi & Saatchi ceo, Kevin Roberts. It’s a continuation of his Lovemarks ideology. According to Roberts, when brands earn respect and love from customers, they can forge loyalty beyond reason. And when that happens, brands transcend from being just a brand … into a Lovemark.

THE LOVEMARKS EFFECT still reads like an advertising agency capabilities PowerPoint pitch deck on steroids. But when you strip away the thick advertising agency varnish, you’ll uncover some super-smart marketing thought. (You can sample some of T.L.E. by perusing this PDF.)

On page 93, Roberts talks about the importance of gaining inspiration from allowing customers to mash-up, mix-up, and redesign products. He says we marketers might not always like what we see, but we’ll probably find a germ of idea from which to build upon. Roberts closes with this super-smart marketing thought …

Did you read that David Jones?