Lovemarks

Finally the pile of my books on my bedside table is diminishing and I’ve got round to reading Kevin Roberts’ definitive insight on the emotional connections between brands and consumers, ‘Lovemarks: The Future Beyond Brands’. It reminds me about my own ‘lovemarks’, those brands that I feel passionate about. Brands like The BBC, Moleskine, Paul Smith, Habitat, The Monmouth Coffee Company, Muji (that is a paradox - Muji was conceived as the non-brand brand), Sony, Fopp, Jack Spade. You may not have heard of Jack Spade; it’s a great little New York-based brand that makes work bags. Their brand essence is best summed up by this statement that is on a little booklet that comes with the bag.