Forget Brand Building, Build A Lovemark

In a rather disjointed National Business Review (New Zealand) article, Deborah Hill Cone discusses Saatchi & Saatchi worldwide CEO Kevin Roberts’ new book Lovemarks: The Future Beyond Brands:

Mr Roberts invented the term lovemark to describe a brand that connects on an emotional level with consumers. He uses examples such as Harley-Davidson, Apple and Aveda as brands to which customers feel “loyalty beyond reason.”

Roberts compares (obscure European celebrity) examples of brands, trustmarks, and (the better known above mentioned) lovemarks.

The article is very light on usable information and doesn’t flow very well. The bottom third takes a sharp non sequitur turn to discuss Roberts’ views on TiVo and broadcast advertising as (presumably) related to retail. While the European and especially New Zealand references might carry more familiarity to my kiwi readers, the brief article struck me as more akin to a reporter’s initial story notes than a polished, topic-oriented article.

Still, Roberts’ coining of the terms “trustmark” and “lovemark,” and his definitions, are worth reading. I have no doubt they will become the new advertising buzzwords. Be ready for your clients to begin clamouring for “a campaign to elevate the brand to a lovemark.” In fact, during the brief silence as QCD Player transitioned from one MP3 to the next, I heard “lovemark” whispered excitedly on the Fifth Avenue wind as it blew toward Wall Street.

 

I found the NBR article via Jacci Howard Bear’s About.com entry, who discovered it on AdBlog.

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