Charles "Chucky" Saatchi, swinging advertising mogul, thinks it's time for you to revel in the consuming pleasure that is Lovemarks: the future beyond brands. At the oddly confusing Lovemarks.com, "real people" write in about how favorite brands moved from objects to something more like family members. Adidas: "Reminds me of my childhood." BMW: "Mystery, aura and history oozes out." Abercrombie & Fitch: "I started wearing their clothes and it made me cool and hip differentiating me with the rest of the Gap wearing populace." (Snicker. Mmm, Snickers! I could go for one of those...)

In the words of ad man Kevin Roberts, "Saatchi & Saatchi developed Lovemarks to confront the new reality." Which reality? "The reality that brands have run out of juice against the forces of commodification. The erosion of distinctions, Higher performance standards. Squeezed margins and prices. The rapid imitation of innovation. The endless re-packaging of value."

Eep! Those poor brands are suffering! And look, even the New Yorker brand wants to win your love. Aww.
Lovemarks

Contact information for this author is not available.