[The American Brands Council]
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.
