Brands are running out of juice. Even great brands are being
squeezed hard by 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.
For brands to win in tough times where consumers are in control, they need
deliver priceless value, they need to evolve into Lovemarks.
Lovemarks understand that the consumer owns the brand. Quality, performance,
and all the rest have become table-stakes. Only Lovemarks understand that
long-term relationships are based on three human attractors: the thrill of
mystery, the immediacy of sensuality, and the trust of intimacy.
Lovemarks are the future for America’s great brands. Some have already made
the leap to become super-evolved brands that make deep emotional connections
with consumers . . . great brands that inspire loyalty beyond reason.
