Agentic Lovemarks: How Brands Can Top Both Human and AI-Driven Shortlists
Why brands that speak to both people and machines are setting the standard for the next generation of brand building.
Arjan Kapteijns
Client Partner
Sometimes a piece of thinking arrives that forces an industry to re-examine its foundations. Thomas Marzano’s new manifesto, Brand Constitutions: The Legible–Lovable Standard for Building Equity in an Agentic Economy, is for me such a moment. Published only recently, its implications are already resonating. For the first time, someone has articulated what it means to build brands in a world where intelligent agents will mediate a significant part of discovery, consideration, and experience.
The moment I read the manifesto, it connected immediately with a concept that has played a foundational role in my career.
For years, my perspective on brand building has been anchored in the idea that meaning and emotion are what give brands their lasting power. This belief was formed during my years at Saatchi & Saatchi, carrying forward the thinking of Kevin Roberts and his bestseller Lovemarks: The Future Beyond Brands. For a long time, this book was my branding bible. At its core lies a simple but enduring insight: Brands become “Lovemarks” when they earn both love and respect.
Thomas Marzano reframes this idea for a fundamentally different environment. As intelligent agents begin to shape how people navigate choices, brands must now speak to two audiences simultaneously: the human beings whose hearts they want to win and the intelligent systems acting on those humans’ behalf. This will no doubt influence how branding is practiced.
While reading Marzano’s manifesto and speaking with him in preparation for this article, an urgent question occurred to me. What will happen to “Lovemarks” in this agentic age?
Read the full article on Brandingmag: Agentic Lovemarks: How Brands Can Top Both Human and AI-Driven Shortlists
Would you like to explore how agentic branding and Agentic Lovemarks could be relevant for your organisation? I’d be happy to connect and discuss the possibilities. Feel free to reach out via email (arjan.kapteijns@vim-group.com) or on LinkedIn.
