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Create Enticing Brands, not "Lovemarks"

Dr. Dan Herman

Allow me to shorten for you an old but not outdated joke. A new divorcee, first-hand from an advertising professional, asks her new partner, a minute before getting into bed together, to be gentle with her because she is still a virgin. "But you were married…" the man wonders. "Yes" the young woman sighs, "every night he would lie next to me in bed and tell me how wonderful it's going to be, until both of us would become tired and fall asleep". That is what Kevin Roberts, the worldwide CEO of Saatchi & Saatchi Advertising and the originator of "Lovemarks", reminds me of.

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