Since April 2003, we assumed a strategic commitment to the idea of creating and perpetuating Lovemarks, to focus on emotional branding and the sustainability of our clients’ businesses. . We did so after having made sure to feel it in our hearts and in our culture, to nurture it and weave it into our daily lives, to nurture it and live it in its development among us.

The idea proposed by Kevin Roberts, Global CEO of Saatchi Saatchi, adopted in my first encounter with the concept in 2001 in Auckland, New Zealand, adapted and tropicalized to our country and our circumstances, as well as enriched by our input, has led us to the conclusion that possibly, in our strategic approach we can keep going in this direction for at least another 100 years (I think Porter and Prahalad, Brenes and Retana could be proud of us for this!).
Also, in open recognition of the constant evolution we live in, our zero fear of testing and innovating, as well as our constant willingness to break new ground and be pioneers, we have decided to be the first in the Saatchi world to declare ourselves a Lovemarks company.
That is, we will move from today to focus on the most powerful, comprehensive, holistic, transformational and business-driving idea. We will focus on this love and business proposition, and therefore, we will now evolve from an “Idea Company” to a “Lovemarks Company”, or “A Lovemarks Company”.
We have discovered its enormous potential to transform the world of our clients, and it directs us all in a sense that has business opportunity, attention in loyalty and essence in the integrality of the human being and his search for an integral, holistic and harmonious life proposal.
This evolution, under open discussion in the world of Saatchi Saatchi, has, in my opinion, only one avenue, and that is precisely the one that bites the bullet and decides to complete the process, finish putting the laser point in the center of the target, commits to think with the heart and finally align everything we do in the direction of a world of brands that inspire loyalty beyond reason. And to be consistent, starting with ourselves and our own Tribe.
Then we’ll go into depth and talk a little more in depth. In the meantime, the beauty of this proposal is that it moves us into the territory of everyday possibilities to make a contribution, and convinces us that we can make an everyday contribution to making the world a little bit better place through business.
So in what follows you will see us openly acknowledging this evolution, simply because it is a reflection of our own inner process. Here on the blog and for now, we’ll just let you know that Tribu will focus even more on Lovemarks, and because every client of ours is moving their brands from a place in the market, to the heart of our culture.
(Article originally published on April 26, 2007)