What comes after brands? Lovemarks do. So says Kevin Roberts, CEO of Saatchi Saatchi Worldwide and author of the recently published book, Lovemarks: The Future Beyond Brands.
According to Roberts, Lovemarks are brands that have evolved from simply being bigger, brighter, stronger, and cheaper to being a brand that uses mystery, sensuality, and intimacy to emotionally connect with consumers. Apple is a Lovemark while Gateway is a brand. Lexus is a Lovemark but Pontiac is a brand. Container Store? A Lovemark. Storables? A brand.
In other words, brands merely fulfill needs while Lovemarks fulfill needs and desires.
To put YOUR station through the “Lovemark” test and see how you score, go here.