Well... (again clearing throat)... this is not quite what is appears at first glance. Saatchi and Saatchi, who know a thing or two about brand building, have just launched a concept called 'lovemarks'. It has a website http://www.lovemarks.com and a very readable book just published. Written by Kevin Roberts, the CEO of Saatchi and Saatchi world-wide, this takes a look at brands that people find irresistable for a whole range of reasons. Blurb from the site:
Lovemarks - the Future Beyond Brands, is the evolutionary story of products, trademarks and brands - to Lovemarks. Kevin Roberts relates the inspiration behind the idea, and shows how Love and business can help make the world a better place.
Lovemarks transcend brands. They deliver beyond your expectations of great performance. Like great brands, they sit on top of high levels of respect - but there the similarities end.
Lovemarks reach your heart as well as your mind, creating an intimate, emotional connection that you just can’t live without. Ever.
Take a brand away and people will find a replacement. Take a Lovemark away and people will protest its absence. Lovemarks are a relationship, not a mere transaction. You don’t just buy Lovemarks, you embrace them passionately. That’s why you never want to let go.
Whether you're fascinated or offended by the ultrahype that more often than not goes with modern brand creation, this book etc. is compelling, and if you believe what S & S are saying, points the way forward to the future of überbrands that we just can't live without. Visit the site and see what are currently regarded as lovemarks or vote for your own.
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