Lovebrand Development

The Lovemark principle was invented by Kevin Roberts, worldwide CEO of Saatchi & Saatchi from 1997 to 2014. Lovemarks, now commonly called Lovebrands, stand for things people care about – like design, provenance, quality, experience, taste, etc. Increasingly, they also must ensure that they don’t stand in conflict to people’s beliefs more generally. But the most distinctive feature of a brand of Lovemark quality is the generation of customer loyalty beyond rational reason.

During my time in his agency network I had the great honor to be invited by Kevin Roberts himself to a personal training in New York to deepen my knowledge and to understand and apply the Lovemark Principle in its entirety.
Whether it be FMCG (Pampers), OTC (Seven Seas) or even Deutsche Telekom, which we have transformed from a rational power brand to an emotional Lovebrand: To date, I have never seen a strategic principle that is more adaptable and effective.