Lovemarks: The Future Beyond Brands breaks down the boundaries of the traditional business book. It proposes that Lovemarks are the answer to one of the hottest questions in business today: What comes after brands?

First we had trademarks, then we had brands. That was last century. The concept of Lovemarks is that businesses and consumers can aspire to something more than a world full of homogenous brands and branding. 

Whereas a brand is owned by a corporation, the starting point for a Lovemark is the consumer’s life and point of view. Lovemarks are owned by consumers – take a brand away and people will find a replacement, take someone’s personal Lovemark away from them and they will protest its absence.
 
Three elements that are key to the creation of a Lovemark are Mystery, Sensuality and Intimacy. Mystery encourages great stories and a connection of past, present and future, the use of symbols and icons and the ability to tap into dreams. Sensuality plays to the portals of emotion – sight, sound, touch, smell and taste. And Intimacy draws on commitment, passion and empathy.