In 2004 Kevin Roberts wrote Lovemarks: the future beyond brands (Powerhouse Books). It was admired as a breakthrough in marketing thinking but was also controversial because of its surprisingly obvious thesis: that emotional connections are at the heart of sustained relationships between producers, retailers and consumers. This follow-up adds to Lovemarks in an essential way by providing real world business examples and outlines the roadmaps followed by several famous brands to achieve Lovemark status.