The advertising and marketing giant wanted to begin the process of publishing a four-part series, written by CEOs Kevin Roberts and Brian Sheehan, explaining the idea behind marketing a brand using a large variety of images, visuals and colors.
“Traditional publishers didn’t get it,” Cohen said of the books. “They thought it was too out there. That didn’t even occur to us.”
The design of the book follows the theme that today’s top marketers make emotional connections to win in the marketplace.
“That’s the concept of Lovemarks,” Cohen explained. “We’re making our decisions based on emotions. The image itself can evoke that emotion. The image is sort of the heart, the emotion. The text is the logic.”
CEO Daniel Power said other publishers did not understand the concepts behind the books.
“I understood it, I got it immediately. The core concept of Lovemarks is easy to understand,” Power said. “[Saatchi and Saatchi] liked what we did and liked the way we worked and the way we brainstormed.”
PowerHouse Books helped design the pages and images in the book, which Saatchi and Saatchi then approved.
“[Saatchi and Saatchi] liked that we were a small business, passionate, moving forward and jumping in head first,” Cohen said.
Lovemarks: The Future Behind Brands, which has been translated into over a dozen languages and sold over a quarter of a million copies, is the fourth printed by Saatchi and Saatchi.
“It certainly put us on the map in the marketing industry,” Cohen said. “The relationship with Saatchi proved unique that there was so much content. It certainly gave us an amount of credibility to work with communicators.”
Lovemarks is now sold in 14 countries.
“On the financial end, it’s been important and in our brand it’s been important,” he said. “As an illustrating book publisher, we are not confined to only printing photography, art, or some pop culture.”
Power said he found the experience working with Saatchi and Saatchi to be an electrifying and inspiring experience, the environment needed to create a successful publication.
“It’s like being plugged into a 240-volt socket,” Power explained.