The Lovemarks effect

August 9, 2012 — brands, Kevin Roberts. Lovemarks, Monocle, Radio 4, The School of Curiosity, VW camper

If you’ve sat watching advert after advert during the Olympics, you are probably tired of hearing about brand names. But have you ever noticed how we seem to notice some brands, despise a few and yet really care about others?

Kevin Roberts, Worldwide CEO of Saatchi and Saatchi, calls the brands that rise above the rest and create an emotional attachment with the consumer as ‘Lovemarks’. These are more than just brands, we feel something about them, we are engaged and even attached.

Roberts says that Lovemarks have three qualities that distinguish them from mere brands – mystery, sensuality and intimacy.

My Lovemarks are The School of Curiosity; VW Camper; Monocle; Radio 4. What are yours?

Have a curious day.