In 2004, Saatchi & Saatchi CEO Kevin Roberts attempted the ultimate takeover with his proposal that BRANDS in the future would be replaced by his concept of LOVEMARKS. Roberts argued that LOVE was more than an idle emotion; rather, it was the source of connectivity that cements consumers to the products, services and experiences that they love. He asked the question: ‘What builds loyalty that goes beyond reason? What makes a truly great love stand out?’
Robert's answer proposed ‘Lovemarks’ as a source of multi-faceted connectivity opportunity that would deliver three critical elements:
Though Roberts cited Nike as an example, consumer research has failed to find evidence of higher than normal brand loyalty for Nike. However, lack of tangible confirmation of the theory has not stopped Roberts – along with numerous imitators who are gaining clients by investing in the possibility of ‘feeling the love’ on their balance sheet.
Humans are clearly focused on finding love – so much so that they spend a great deal of their lives engaging in experiences that simulate or reinforce their infatuation with an idealized version of it. Most of us have been raised ...