Kevin Roberts: The Power of Lovemarks

Kevin Roberts speaks to WOBI (World of Business Ideas) about what makes a brand irresistible and the necessity of brands becoming Lovemarks in today’s society if they are to succeed. Using Apple as an example of a Lovemark, Roberts states that there are many similar devices to iPods which are cheaper and more logical to buy, but due to Apple’s beloved status, people flock to the brand every time.