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The
launch event for Lovemarks
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Kóan
Jeff Baysa and Marisol
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Tara
Lewouis and Pablo Deritis
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On
a Wednesday night at the end of April, Saatchi & Saatchi
CEO Kevin Roberts hosted a launch party for his book Lovemarks,
which explores the complex emotional connections that inspire brand
loyalty among consumers.
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Sean
Landers and Kevin Roberts
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Expanding on the concept of trademarks, in Lovemarks Roberts
takes a step beyond conventional advertising by focusing on emotional
responses, rather than numbers, to make clients and their products
household names. He contends that if a campaign is successful, the
relationship will be based on passion - and the perceived intimacy
will generate a lasting devotion that is far more enduring than the
practicality which guides most consumer decisions.
Appropriately, the night's guest of honor was one of Roberts' original
clients ... one who has elicited quite a bit of passion over the
years herself. British fashion designer Mary Quant -
whose trademark miniskirts and hotpants helped an entire generation
find their Lovemarks
during the 1960's, agreed that a connection to the masses is vital
to longevity: "Good designers know that to have any influence
they must keep in step with public needs and that intangible 'something
in the air.' They must catch the spirit of the day and interpret
it in their work". Awarded the Order of the British Empire in
1966 (which she received while wearing a mini-skirt), Mary's influence
can still be seen on the runway to this day.
Curious as to whether the concept of Lovemarks can be applied to
persons, as well as objects, Roberts assured me that it could - reminding
me that the first Lovemark on his website is, in fact, Jesus. So,
in keeping with that theme, the guests included: Mario Buatta,
Anthony Haden-Guest, John and Margaret Wareham, Doug Dechert, Simone
Ellis,
Verona Faro, Rowena Roberts, Kóan Jeff Baysa, Margaret Brennan
Sharon Hoge, Bob Isherwood ... and a group of NYC Firefighters.
Chef Peter Gordon's eclectic menu once again proved its universal
appeal, as his feverish efforts on the patio served to lure a group
of New York City firefighters from the street below, into the party.
Previously investigating some type of electrical disturbance downstairs,
the boys decided that the aroma wafting down from the 18th floor
warranted further investigation. Food gone within minutes, a series
of satiated smiles and burps confirmed that it was not only a false
alarm, but a Lovemark in the making, as they made their way on to
the next party.
— Chris Prendergast |
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John
and Margaret Wareham
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Jim
O'Mahony and Nigel Perry
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Darrick
Lockwood, John Crawford-Phillips, and Marcus Oliver
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Rowena
Roberts and Bob Isherwood
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L.
to r.: Simone Ellis with one of New York's bravest;
Chris Prendergast and Mary Quant; Margaret Brennan and Kevin
Roberts.
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| Photographs
by Donald Bowers/PMc |
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