Kevin Roberts
Chief Executive Officer Worldwide, Saatchi & Saatchi
Brands are running out of juice. Even great brands are being squeezed hard by a number of mounting factors: the erosion of premium pricing, the struggle to maintain differentiation, the rapid imitation of innovation, and more and more competition.
Brands were invented for kinder times with growing markets and eager customers. But some brands can still win. Such brands have evolved into something so different they need a new name. We call them Lovemarks.
Quality, performance, and all the rest have become table-stakes. Only Lovemarks know that long-term relationships are based on three human fundamentals: the thrill of mystery, the immediacy of sensuality, and the trust of intimacy.
Lovemarks are the future for America’s great brands. Some have made it. The direction is clear. Product to trademark. Trademark to brand. Brand to Lovemark. Lovemarks are super-evolved brands that make deep emotional connections with consumers, great brands that inspire loyalty beyond reason.
