Kevin Roberts, CEO of the worldwide advertising agency Saatchi & Saatchi first came up with the idea of lovemarks, which are the brands build on love and respect: “the future beyond brands”. They have the ability to gain high level of respect, and inspire “loyalty beyond reasons”. The lovemarks take over heart and mind, by creating a close and affective, emotional connection. They build relationship between people and the products, services and companies. Three intangible qualities contribute to their emotional appeal: mystery, sensuality and intimacy.
Lovemarks ranks BMW and Mercedes-Benz are on the top 200 Lovemarks, with BMW