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Blog > Customer Delight


Loving Brands


[This is a sample of my forthcoming eBook on this subject.  Consider this the practical overview – a foretaste of a publication that will go into far more depth.]

What if we could find a secret – a secret that would show us the way to never fail?  Guests at weddings have been exposed to this secret for hundreds of years, but can this secret be unlocked for companies, organisations, and brands?  Saatchi and Saatchi were the first to coin the phrase “Lovemarks” as a new and refreshing alternative to brands, but we are going to keep to the language of a “Love Brand” for this exploration of our potential future successes.

Here’s the passage (from the NIV) that has given us the clue at so many weddings.

1 Corinthians 13

New International Version (NIV)

13 If I speak in the tongues of men or of angels, but do not have love, I am only a resounding gong or a clanging cymbal. If I have the gift of prophecy and can fathom all mysteries and all knowledge, and if I have a faith that can move mountains, but do not have love, I am nothing. If I give all I possess to the poor and give over my body to hardship that I may boast, but do not have love, I gain nothing.

Love is patient, love is kind. It does not envy, it does not boast, it is not proud. It does not dishonour others, it is not self-seeking, it is not easily angered, it keeps no record of wrongs. Love does not delight in evil but rejoices with the truth. It always protects, always trusts, always hopes, always perseveres.

Love never fails… 13… And now these three remain: faith, hope and love. But the greatest of these is love. [End]

1 Corinthians 13 rewritten for Loving Brands

Saatchi and Saatchi talk of “Lovemarks” – but there is something far greater: a Loving Brand.  A “Lovemark” or “Love Brand” is defined by its fans, its staff, its customers, its suppliers… A “Loving Brand” takes responsibility for its own actions, its own love; it is proactively loving… and lovely!

I have taken the considerable liberty of rewriting 1 Corinthians 13 through the lens of modern marketing and business practice.  My rewrite is not Divine Revelation – though my hope is that such Divine Wisdom may be seen in this new light to be phenomenally relevant to modern business practice.  I certainly felt inspired to write this message!

And so for Loving Brands:

If I speak using the language of today’s customers, of the media, and of celebrities, but have not love I am only an empty vessel that makes the most noise.  If I have the gift of knowing how the market is trending, and can fathom such mysteries and know what to do with this knowledge, and if I believe in my organisation to the point where this belief will move whatever blocks my way, but do not have love, I am nothing.  If I invest heavily in Corporate Social Responsibility, publically and visibly sacrificing much for the community in which I do business, but do not have love, I gain nothing.

A “Loving Brand” is patient with its staff, its suppliers, its customers, its community.

A “Loving Brand” is kind to its customers, its suppliers, its staff, its community.

A “Loving Brand” does not envy – even its competition.  It does not boast or exaggerate its achievements.  It is not arrogant.  It does not dishonour others (especially its competitors’ offerings), it is not self-seeking, it is slow to anger (and quick to hold-its-tongue), it keeps no record of wrongs – by staff, by competitors, by governments, by banks, by suppliers, by customers…

A “Loving Brand” does not take pleasure in bad matters but rather rejoices when truth and integrity are manifest.

A “Loving Brand” always protects the Brand, the Team, the Customers, the Market, the Earth.

A “Loving Brand” always trusts its people, its customers, its suppliers…

A “Loving Brand” always has a sure and certain confidence to do with its unseen future – it is hopeful, upbeat, and positive. It thinks in possibilities, not impossibilities.

A “Loving Brand” manifests perseverance – always.

Loving Brands never fail.

…and these three will remain, belief in the Lovely, Loving Brand, confidence in the Lovely, Loving Brand’s future, and love by the Brand and love of the Brand.

But the greatest of these is love.

I say to you again, “Loving Brands never fail.”


Download the "Loving Brand Continuum" Questionnaire for Business with Staff

Download the "Loving Brand Continuum" for Businesses with no Staff other than the owner.