Kevin Roberts: Why Modern Brand Strategy Is About Being A Lovemark
This article first appeared on CMO Australia.
Modern marketing is about creating ‘lovemark’ brands that engage emotionally with consumers and create loyalty beyond reason, one of the world’s leading brand strategist claims.
According to Saatchi & Saatchi executive chairman, Kevin Roberts, today’s successful brands tune into a customer’s emotional needs and wants, and strive to create “movements of people”. To get there, CMOs must not only harness data and digital, they also require an IQ in creative leadership.
“People can choose to block you, ignore you, scorn you, embrace you or applaud you,” he told CMO. “Brand managers no longer own ‘their brand’. Brands are owned by the people who love them.”
Roberts should know what it takes; he’s built his career on successful brand strategy development. As well as having 17 years with Saatchi & Saatchi under his belt, Roberts was formerly chief operating officer of Lion Nathan, helping spearhead the company’s growth in Asia-Pacific. He was also CEO of Pepsi in Canada and Pepsi-Cola in the Middle East, and previously held several executive and marketing positions at Procter & Gamble in Europe and the Middle East before joining with Mary Quant in London.
Roberts will be in Australia in November to speak at the World Marketing and Sales Forum in Melbourne. He caught up with CMO ahead of the conference to talk about the death of marketing as we know it, creative leadership, and why marketers should be leading digital disruption.