. . . Wednesday November 10, 2004

Loyalty Beyond Reason

In the latest Frontline special called The Persuaders, viewers are introduced to a behind the scenes look at how some of the biggest brands are created and maintained in a world of increasing clutter. Kevin Roberts, CEO of Saatchi & Saatchi Worldwide, explains the new world of branding where all of the products basically work pretty well (toothpaste, detergent). The emotion and sense of community created around brands is what differentiates them.

“You feel the world through your senses, your five senses, and that’s what’s next. The brands that can move to that emotional level, that can create loyalty beyond reason are going to be the brands where premium profits lie.”

Sound like any brand you know?


Concentration is important!