As is very well documented, I am a big Lovemarks fan. I consider Kevin Roberts to be one of the great minds and leaders in the world of advertising and branding and it has been a lifelong goal to speak to him. That dream became reality today as he graciously took time out of his very busy schedule to speak about the power of love and radio.
If you haven’t yet purchased or read his groundbreaking book, I highly encourage that you buy it and dig in. It has completely changed the way I approach the creative process. It’s messages are intuitive, clear and will remain timeless: it’s all about love.
These five senses are the opportunity to create a memorable experience. In Chapter 9 of Lovemarks, Kevin Roberts illustrates how sensuality and the these senses work hand in hand by stating that “the senses alert us, enflame us, warn us as well as fill our hearts with joy. They have protected and enriched us throughout our evolutionary story.” On page 117, he takes it even further by discussing music and emotion. According to a 1995 research study by Bowling Green’s Jaak Panksepp, the number one reason (by a longshot) that music was important was “it elicits emotions and feeling.” One could argue that talk formats do the same thing. Rare is the political or sports-talk host who doesn’t pull reaction and emotion out of people.
We’ve been hearing the term “currency” a great deal lately. Electronic measurement is an important step forward for radio, but there will be a currency that will endure through time and can be even more elusive: attention. In Chapter 2 of Lovemarks, Kevin Roberts points out that human attention has become a principal currency. He also talks about the idea of time and how it affects companies, products and brands. This cycle, that has become even faster and will continue to accelerate, hasn’t reached critical mass and is one of the principal factors in stalling brand presence, thus stalling a listener’s attention. (more…)
A few years ago, I stumbled on Kevin Roberts’ wonderful book, Lovemarks. What struck me immediately was that the concepts and the principles outlined in the book are tailor-made for the radio industry. This being an industry based in the idea of “love,” (”I love that song,” “I love that station”) the book clearly fits radio well. For radio stations, it is a great reminder about what makes the medium (and its people on the air) so powerful. From an advertiser’s perspective, it gets in to the essence of what can make effective advertising and campaign development.
What really stood out, though, is how intuitive the ideas are. There is a genuine simplicity that can actually help strip down some of the challenges we face with clients and distills it down into easily understood ideas that can really push clients (and stations) into an area that they may have been hesitant to pursue in the past. This week, we’ll take a look at some of the more salient points in the book and attempt to frame them for the radio industry. We understand that this is just one perspective and we welcome any and all manner of feedback. In the meantime, we strongly recommend that you read the book and visit the Lovemarks website to get an idea of the power of love.
Chapter 1 - Start Me Up
In my opinion, there are three important points in the opening chapter: optimism, the zig and the “edge.” (more…)
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