Alan Mitchell reviews Kevin Roberts’ Lovemarks pitch:
In other words, the role of the marketer is to ‘drive’ people to ‘love’ you so much that they no longer use their reason and hand over loads more cash to you – more than if they still had the use of their reason. And you do this by emotional advertising.
Never mind the fact that each one of these six propositions is flawed in its own right. Look at the instrumental self-seeking motives. Look at the attitudes it displays towards people – ‘the consumer’.
Kevin Roberts’ arguments sum up everything that is wrong with marketing today.
Needless to say, I’m with Alan on this one.
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