Kevin Roberts, CEO of Saatchi & Saatchi wrote Lovemarks: The Future Beyond Brands in 2005 to claim that ‘brands are running out of juice’ and propounded the technique of lovemarks to rescue them. Mere products command neither love nor respect. Fads attract love, but no respect, and hence have a passing value. Brands attract respect, but without love. Lovemarks command both respect and love, achieved through mystery, sensuality and intimacy.