What Sports Teams Teach Brands About Lovemarks

Back in 2004, Kevin Roberts, CEO of Saatchi & Saatchi, put out the idea of Lovemarks: Brands that rise to such a high level of love and respect that they separate from the rest of the pack. There are a lot of brands out there — most of them are ones that we might like, but not really love.

Think of a graph, with axes going low-to-high with love and respect. On the lower-left quadrant is a commodity.

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