Since the inception of the Lovemarks theory, academic literature on the topic of emotional marketing has grown considerably. Here you’ll find a sampling of some interesting academic investigations into the hearts and minds of today’s consumers.

Type: News & Media | 1,189 views


Love That Brand

Over trademarks and don’t trust trustmarks? Go for the Lovemark. This article looks at the prescription for ailing brands. Kevin Roberts “contends brands need to do much more to engage streetwise consumers. Companies have got to get people to love their brands, not just like them, if they want unwavering patronage.”

Type: News & Media | 941 views


Transactions to Relationships

Q&A with Kevin Roberts on the prognosis for brands and brand management, and what brands need to do to make the transition from transactions to relationships. “If you want to stay in the game, then, respect is no longer sufficient. In this age of relationships, you must take your brand into the territory of the emotions. Brands must invite loyalty and invoke a sense of ownership.”

Type: News & Media | 1,076 views

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Saatchi’s Labour of Love

An article focussing on the transition from trademark to trustmark to Lovemark. Consumers are suffering from an information overload – now it’s about relationships. “CEOs have got to answer the question, do you want your brand to be loved or respected?”

Type: News & Media | 1,108 views

Australian Financial Review

Who Loves You Baby – Kevin Does, Grrr

An explanation of the genesis of Lovemarks, and the implications for the future of brands. A Lovemark irrevocably binds you with the desires and aspirations of your customers, your members, your believers. It’s the emotional connection that lets you go out and conquer the world.”

Type: News & Media | 1,208 views


Will Concorde’s Brand Ever Fly So High Again?

A look at the Concorde brand and what it will take to return to its previous status as a Lovemark. Concorde is an unsurpassed product according to Kevin Roberts. “We forgive Concorde, just as we forgive our loved ones, because our relationship is based on trust, respect, give and take, and, of course, desire.”

Type: News & Media | 1,149 views

Fast Company


A seminal article to the development of Lovemarks, Fast Company presents the latest thinking on brand evolution: Trustmarks. A Trustmark is a distinctive name or symbol that emotionally binds a company with the desires and aspirations of its consumers. Trademarks play defence, Trustmarks play offence.

Type: Articles & Papers | 1,913 views

Consumers and Their Brands: Developing Relationship Theory in Consumer Research

Fournier’s (1998) work on consumers and their brands investigates brand relationship quality. This invokes love/passion, commitment and intimacy as factors, among others, which contribute to relationship durability.