Lovemarks contrasted

Kevin Roberts writes about his dream for the global influence of Lovemarks:

Lovemarks are, as ever, extending boundaries. Our (Saatchi and Saatchi's) breakthrough in measuring emotional resonance is one example...... The Lovemarks book is going strong. I wrote it to inspire and challenge the human horizon, which means it has to speak to emotion in many languages. Versions coming include Bulgarian, Chinese, Danish, French, German, Hebrew, Hungarian, Italian, Japanese, Portuguese, Russian, and Swedish.

But Rick Paynor writes in Eye Magazine on the book and concept:

No matter how much rhetoric Roberts piles on about helping the people and making the world a better place, the fundamental aim remains the same – in his own words, ‘huge commercial benefits’ and ‘premium profits’...

It’s not enough that business enjoys unwarranted levels of power and influence and bestows vast rewards on the lucky few, while deluging us with idiotic propaganda. It now seeks to present itself as some kind of well meaning global saviour, even as it tries to annex just about every worthwhile aspect of life – mystery, sensuality, intimacy, love – for commercial purposes.

Oh, what a lovely contrast..