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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.

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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