Mobile Magic: The Saatchi and Saatchi Guide to Mobile Marketing and Design

Chapter 12: Lovemarks: The Algorithm of Attraction

“The more things change, the more they don’t. The proliferation of channels, including social, do not change the fundamentals of what matters to people. Along with a dream, a loved brand has a consistent equity and there can be many executions in its unfolding narrative across multiple channels. An emerging channel such as the mobile screen is not a reason to change the purpose and meaning of the brand, but to figure out what connects best with the audience in that space.”

Kevin Roberts, CEO Worldwide Saatchi & Saatchi and creator of Lovemarks.

Mobile marketing is a new channel, and it comes with unique possibilities and challenges. That’s why you picked this book up. But some things never change; you still have to make emotional connections; you still have to tell great stories; you still have to make really awesome stuff. You still have to make your brand into what we at Saatchi & Saatchi call a Lovemark.

A Lovemark is more than a brand. Brands are owned by companies, stock holders and brand managers—the makers and marketers of products. Lovemarks are owned by people—the choosers and users.

Most marketers try to sell products by focusing on rational appeals: side-by-side comparisons, facts and specs, and lists of features. Saatchi & Saatchi created Lovemarks to change that conversation. Lovemarks isn’t just a new way of thinking ...