Hot Gossip > Is your Brand a ‘Lovemark’ ?

According to advertising gurus Saatchi and Saatchi, to be a lovemark your brand must command respect. It must embody mystery, sensuality and intimacy.

“Lovemarks reach your heart as well as your mind, creating an intimate, emotional connection that you just can’t live without”.

But do you really want your serious steel product or business consultancy to be considered lovable? Well, according to Saatchi CEO, New Zealander Kevin Roberts, if you want to have cut-through in a market saturated with ‘me too’ products and services, you had better sex it up!

“The way through lies beyond brands. Power has passed to consumers around the world. To stand out, you need deep emotion. Science has proved that humans are powered by emotion, not by reason” says Kevin Roberts.

Think about it. There are plenty of Kiwi brands that we associate with strong emotion. Brands we grew up with, and we identify as embodying everything that is New Zealand. These by definition are ‘Lovemarks’.

To check out the top 200 selection and to nominate your favourites, visit www.lovemarks.com

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