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Creating a Lovemark, not a Brand.

By Isabel Kallman

Have you heard of Lovemarks?
Lovemarks is a term coined by Kevin Roberts, the global head of Saatchi & Saatchi, to describe those consumer companies that touch your soul AND exceed your expectations in performance. They inspire loyalty beyond reason because they’ve earned it. The old-fashioned way. With intelligence, hard-work and integrity.
Great global examples are Apple, Ikea and Oprah. Admit it. You get it.
One of the reasons I recruited many of the brilliant writers that work with us at Alpha Mom was because they have been able to create a universal bond with the parenting community (and beyond) that reaches its heart as well as its mind, creating an intimate, emotional connection that we just can’t live without. Ever.
I can’t tell you the privilege I feel when I get to read our writers’s words before the rest of the world. It’s a very similar emotion I experienced when I snuck in on my husband when he was listening to Cat Steven’s most recent album “first draft.” His first album in 27 years! I knew that my husband too is oh so fortunate to listen to such beautiful music before it is shared with the world on the radio.
I personally approve columns. Not because I have to. But, because I WANT to. Amalah, Dooce, Finslippy and Suburban Bliss are Lovemarks.
Saatchi & Saatchi writes it best:

Take a brand away and people will find a replacement. Take a Lovemark away and people will protest its absence. Lovemarks are a relationship, not a mere transaction. You don’t just buy Lovemarks, you embrace them passionately. That’s why you never want to let go.

Thank you ladies. A public display of gratitude is long overdue.
Yes, I am a fangirl. And, I’m proud of it.
Starting next week, I will be highlighting companies that I identify as emerging and overlooked Lovemarks. I’m really excited about this series. I hope you’ll join me.

Published October 20, 2007. Last updated August 21, 2013.
Isabel Kallman
About the Author

Isabel Kallman

Isabel Kallman is the founding mom of

Feel free to send nice emails to isabel[at]alphamom[dot]com.


Isabel Kallman is the founding mom of

Feel free to send nice emails to isabel[at]alphamom[dot]com.

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  • Belinda

    October 24, 2007 at 1:06 am

    I’ve never given Bella any OTC “cold remedies,” but have given her children’s Benadryl (diphenhydramine) during allergy seasons. Nowadays she takes Zyrtec (prescription) for several weeks a couple times a year.
    We legislate so many things to protect us from our own stupidity, that it seems like an unintended consequence is that we’re just becoming more stupid.

  • Belinda

    October 24, 2007 at 1:08 am

    Obviously, midnight should be my cutoff for blog commenting, as that previous comment was intended for the cold medicine post!
    Sorry about this. I agree with your sentiments in regard to Lovemarks, as well…well done! YOU deserve the title, too!

  • Suebob

    October 29, 2007 at 3:42 pm

    I am pretty uncomfortable with the word “love” being dragged into the commercial sphere as if it were just another product.

  • Isabel Kallman

    Isabel Kallman

    October 29, 2007 at 5:10 pm

    I think you bring up a really interesting and valid point.
    Lovemark, is brand name used to define other brands, which are clearly
    commercial. I read “lovemark” as a play on the word “trademark” which is purely
    commercial as you cannot get a trademark registration unless you can prove
    that you are using the brand name in commerce.
    In this case “love” is used to modify “mark.” Thus it’s an adjective,
    modifying a noun. Then, it’s turned into its own brand name, which is
    also trademarked BTW.
    Now, there are lots of different types of love. I’m pretty comfortable
    using the word “love” here because I have confidence that people are smart enough to
    distinguish between love used to describe a good with love used to describe the feeling one may have for an Ob-gyn (because she does a really great job)and the love one has for a significant other or one’s child. All these types of love can and usually are different. The world is not
    black and white. I like to think it’s rainbow.