Starting from the premise that we live in a world where branding carries significant weight in our lives, Kevin Roberts (CEO of Worldwide Saatchi&Saatchi) launched the Lovemark concept in 2004 – the next level for brands.

It is an opportunity to read “Lovemarks, the future beyond brands“, a book that will give you a new vision of a type of brand known in specialized language as “iconic“.

Lovemark is the goal every brand should strive for: to reach the hearts of consumers through the three coordinates of love: mystery, sensuality, and intimacy. A brand becomes a Lovemark when it is respected and loved.

Branding

A few things worth mentioning:

  • Every time we get stuck, we go back to our origins. Because branding, image, or Lovemarks are determined by customers, not by us. We cannot determine anything. The consumer does. This is the essence. – Yoshio Ishizaka, VP Toyota Motor Corporation
  • Women wear clothes that make them feel good, feel sexy. Women “turn themselves on.” Men like to see them that way – feeling sexy means knowing you are alive.
  • The best way to avoid becoming number three, I thought, was to become number one.
  • Nothing is impossible.
  • May you live in interesting times! – old Chinese curse
  • Human beings are driven by emotion, not reason!
  • The main difference between emotion and reason is that emotion leads to action, while reason leads to conclusions – Donald Calne, neurologist
  • No respect, no love, no respect, no love, no respect, no love.
  • Make a fetish out of quality control. There is no such thing as perfect. The Japanese taught us through Kaizen that continuous improvement means money in the bank.
  • If you can’t write your movie idea on the back of a business card, you don’t have a movie.

With the launch of this concept, which so beautifully defines the obsessions we have for certain brands, Saatchi&Saatchi has correctly become “The Lovemarks Company”.

The most appreciated Lovemarks in the world are: Apple, Google, Coca-Cola, Vin Diesel, and IndoMie.

What are your Lovemarks? Is your company a Lovemark?

Title: Tom Peters on LOVEMARKS
The book Lovemarks – The Future Beyond Brands was published in Romania by Business Media Group Publishing.