When it comes to brand management, Kevin Roberts says that only two things are wrong: brands and management. Today, says Roberts, CEO of Saatchi & Saatchi PLC, brands are history. Looking forward, companies need to establish their products and services first as “trustmarks” and then, upping the ante even higher, as “lovemarks.”
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interesting quote from article: “You can plot any relationship — with a person, with a brand — by whether it’s based on love or based on respect. It used to be that a high respect rating would win. But these days, a high love rating wins.”