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Lovemarks and the Church - Introduction

9 August, 2004 11:08 AM

Last week at LivingRoom we took a look at the book - Lovemarks.

I've blogged about the book before but this week at LivingRoom we took three of the main themes of the book and looked at them through the eyes of Scripture and our experience of Church and LivingRoom. Before I say any more let me state that I'm not suggesting that we go on a marketing campaign to 'market' the church - rather I'm suggesting that SOME of what is in this book gives us a useful framework for thinking about the way we approach what we do - the principles in this book are written for people to make money - but I think they might actually help some of us think through how we might approach church.

Lovemarks is a book written by Kevin Roberts about Branding/Marketing but parts of it resonate deeply with me in terms of Spirituality. The basic premise is that the way marketing has been approached previously is just not working any more. Instead they argue that companies need to develop what they call 'Lovemarks'.

'Lovemarks' are products/services that engage consumers on a deeper level and stimulate brand loyalty beyond reason. They hit the emotions of people and not just the minds. The object is to make your potential customer fall in Love with your product.

For example - think about the way Apple Mac users often think about their computers (or iPod users their MP3 player) - think about the feelings you have to your favourite restaurant or cafe (I'm sitting in right now writing this - I LOVE it!) - consider the effect that Harley Davidson motorbikes have on some people. Some products can deeply impact people on a level that makes them customers for life - not only that it makes them evangelists for the product in question.

The book argues that there are three elements that help make a product a 'Lovemark' - they are Mystery, Sensuality and Intimacy. I will blog about each one in turn over the next few days - starting today with Mystery (see next post).



Darren, how did you use this book (or any book) in a group context? Did everyone read it? I know in our group only a few people are "readers".

Jon Reid » 9 August, 2004 12:22 PM

Jon, I was the only one who read it. I simply gave an overview of the book and then an intro to each section (pretty much as I will blog in the next few posts) and then asked the questions...the group took it from there.

Darren Rowse » 9 August, 2004 12:35 PM

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