Kevin Roberts, CEO of Saatchi & Saatchi talks branding and marketing.
“Brands are dead. Brands have become commodities, because there is no differentiation in most categories. All dandruff shampoos get rid of dandruff. All moisturizers make your skin look soft. All beers taste good and make you socially relaxed. The differentiator now is to move from a brand to become a Lovemark,” says Roberts. How is the world of marketing changing, and how can marketers look at brands innovatively to break new ground?
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