Kevin Roberts, the Saatchi & Saatchi CEO talks about how to manage innovation.
“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?
Kevin Roberts is the New York-based Executive Chairman of Saatchi & Saatchi – one of the world’s leading creative organizations with over 6500 people and 130 offices in 70 countries – and part of Publicis Groupe, the world’s third largest communications group. Saatchi & Saatchi works with 6 of the top 10 and over half of the top 50 global advertisers.