“Parity had invaded all elements of the marketing mix: price, design, quality, distribution, service, you name it. Excellence had become ubiquitous. Communications focused on performance, beneﬁts, attributes. I saw growth curves becoming incremental; premiums eroding; products which were irreplaceable— but not irresistible. Technology had melted the event horizon and “new” had become “now”; consumer choices were becoming instantaneous, instinctive, intuitive. Above all, I saw that brands were serving corporations, the makers and marketers, and not consumers, the choosers and users. The question that formed in my mind was: “what comes after brands?” The theory was: ask a big enough question, and you might get a big enough answer.
In my years working with traders, retailers, in stores and souks, and directly with consumers, I had always felt the emotional qualities of a relationship were paramount. Trust and respect are essential but not enough; factors that we were to discover as mystery, sensuality, and intimacy are at the heart of emotional connections.
And so Lovemarks was born.”