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August 22, 2006

War as a brand

I found it weird (in the story below) that brand marketing should be proposed as an appropriate response to climate change. Now I read in Mute that Kevin Roberts, CEO of Saatchi and Saatchi, last year advised the US Department of Defence on rebranding war. In a speech to the military reported in Brandweek he says: "I’m going to show you how we create emotional connections with consumers, and how we inspire Loyalty Beyond Reason". Roberts argues that ‘Brand America” should call its struggle, the "Fight for a Better World". Roberts find this to be "more inclusive, more optimistic and more engaging". He goes on to advise the military "not to abandon the mass market, but to transform it with multiple emotional connections," and concludes: "Deploy Mystery, Sensuality and Intimacy to create America as a Lovemark".

I didn't make this up. If someone else did, I apologise to Mr Roberts for suggesting that it's time he emigrated from La La Land.

Posted by John Thackara at August 22, 2006 09:02 AM


War as a Lovemark. Saachi used to put pleasurable thoughts in my head, but this one trumps all the good.

Posted by: vanderwal at August 24, 2006 02:52 AM

I'm not sure this as far out into left field as you might think. Clearly, Mr. Roberts sees the problem that so many of us fail to recognize, which is that our beloved country is suffering an"image" crisis of catastrophic proportions. We've segregated ourselves from much of the civilized world, alienating a massive populaton of potential "ambassadors" who might ordinarily sing our praises. Yes., we indeed have abandoned a mass market. Even worse, the leader of "Brand USA" isn't interested in rebuilding trust, nor has any strategy for tomorrow. At least the Lovemark approach, while it may seem trite when related to an issue of this magnitude, is at least founded on strategy, and considerate of those who interact with the brand. I'd look at Mr. Roberts' recommendations more as an effort to change perceptions. It's certainly not an effort to leverage war as a lovemark.

Posted by: Mark Nead at September 6, 2006 07:26 PM

Am I just too impatient and do I still have to wait for my comment to show up or don't you like to publish criticism?

Posted by: Koos at September 12, 2006 05:15 PM

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