There are several songs made to The Power of Love, our head might be with Celine Dion but the rest of us goes with Frankie Goes to Hollywood. Building a vision that is resonant and relative for all New Zealanders to achieve a sense of common purpose is critical to channelling the of talent and energy that exists there. The brands that survive the sweeping process of brand commoditisation will need to combine the deep call on human impulses exhibited by the Love Bug with the reptilian emotion of an All Black Haka. These great brands will be called Lovemarks. They will be infused with mystery and sensuality and will invite consumers to embark on a lifetime love affair.
Leadership is all about doing the right things.
Inspiration, however, is about giving your people the confidence to be the best they can. If the Internet is posed as a challenge to advertising, then emotion is the challenge for the Internet. Kevin argues that in this new world brands must evolve to the next level. Wrapped in mystery and exuding sensuality a truly evolved brand steps out of the conventional frame and becomes a Trustmark. Realised through great ideas and driven by emotion the sole purpose of a Trustmark is to connect with the hearts, minds, guts and nerve endings of consumers.