Chapter 5 is about respect. One of the main quotes is that "Respect is love in plain clothes". The chapter goes on to name 15 respect criteria then states: "Don't even think about Lovemark status unless you can tick off each and every item on this list."
The following chapter is an introduction to where the lovemark concept came from. Here's a summary of the differences between brands and Lovemarks:

Brand --> Lovemark
Information --> Relationship
Recognised by consumers --> Loved by people
Generic --> Personal
Presents a narrative --> Creates a love story

Human beings are powered by emotion, not by reason. "The essential differences between emotion and reason is that emotion leads to action, while reason leads to conclusions" - Donald Calne.

Primary emotions. These are emotions that can be felt alone. They are very intense and cannot be controled:
* Joy
* Sorrow
* Anger
* Fear
* Surprise
* Disgust

Secondary emotions combine head with heart. These require another person around before they can be worked up:
* Love
* Guilt
* Shame
* Pride
* Envy
* Jealousy

.. and the greatest of these is love ...1 Cor 13:13

A few months ago I read the book "No Logo" by Naomi Klein (http://www.naomiklein.org/no-logo) which was recommended to me by a number of friends. The book was very insitefull. N. Klein is a very insightful cultural exogite and has a firm understanding on the role marketing and branding has on the human psychie. Before reading this book, I didn't have much time for advertising or branding - dismising it on the assumption that branding is merely a tool (amongst many) to sell stuff.