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Title: Concept makes sense
Review: We recently started working with Saatchi & Saatchi and soon were introduced to the Lovemarks concept in a presentation made to us. At first I was a bit skeptical... was this another "Brand/marketing Fad" to hang our coats on? Decided to acquire the book.... and yes....halfway through it... I am totally sold on the concept. The framework makes sense in differentiating between "Fads", "Commodities", "Brands" and "Lovemarks"...I have used it to explain and reposition an existing product....it also adds in nicely with Aaker's models...(See "Building Strong Brands").....
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