Emotional connections are central to creating sustainable value. Saatchi & Saatchi pioneered the concept of Loyalty Beyond Reason with its Lovemarks theory and practice, showing that while building respect is important, love is the ultimate goal.

Lovemarks

Lovemarks starts with the answer and works back. The answer is always people, what drives them, draws them, holds them together. People are powered by emotion, not by reason, rules, rationality or regulations. Reason tries to work through with the brain. Emotion explodes through with the heart. Reason looks through the eyes of companies. Emotion sees through the eyes of people.

Winners unleash emotional energy, emotional intelligence, emotional desire. People without emotion can’t innovate, design, sell. People with emotion can do anything.