One of the hallmarks of a Lovemark is Mystery. Chapter 8 deal with this.

"Most businesses are obsessed with downplaying mystery. They are determined to frame the world so it fits their own system and processes." No wonder they find it hard to communicate! Where is the mystery, the interest, in diagrams and specifications? "As long as people have aspirations and goals and dreams, they will always crave Mystery. Who heard of anyone craving... Statistics?". The great thing about Mystery is that it is beyond rationality, beyond calculation.

Mystery high five:

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

I've been reading Kevin Roberts blog recently http://krconnect.blogspot.com (he's the CEO of of Saatchi & Saatchi Worldwide). He's a very smart man who has learned a lot about marketing/how people tick.
Today I picked up a copy of his book Lovemarks. Over the next week, I plan to blog a few thoughts about it as I read.

To start here a few quotes:
* "Women wear clothes to make them feel good and to feel sexy. Women turn themselves on. Men like to look at women be turned on-to feel sexy is too know you're alive."