Lovemarks: Apple

Lovemarks are a marketing concept created by Kevin Roberts, a British businessman, that suggests that both respect and love are needed to gain loyalty beyond reason. However, products themselves only give people material gain and no real feeling of fulfillment. Trends generate love but no respect as they are fleeting and short lasting. Brand names generate long lasting respect but not love. A lovemark would be capable of producing both by attaching their brand to emotional concepts.  By doing so, their brand is not just a brand, but a company that understands people. This makes their product no longer just a material gain, but something that can give people the emotional fulfillment that lovemarks attach to them.
It is because of this concept that many commercials become hard to decipher. It usually takes a while before it dawns that a certain commercial is for a certain brand, as now many just address large concepts instead of the actual products. 
An example would be Apple's "The Human Family" advertisement which shows off the new cameras on the iPhone. Backed up with a reading of Maya Angelou's poem, it features photos from all over the world taken by the iPhone. The ad conveys a message of human similarities that can triumph over human differences, a message timed perfectly with its air date at the opening of the 2016 Olympics. The images, videos, music, and poem come together beautifully and it is easy to forget that one is actually watching a commercial. If it weren't for the white borders and the caption font, I would not have recognized it as an Apple ad at all until the end. So instead of focusing so much on the product, the ad first attaches its brand to an idea. Now instead of it being just an iPhone, it is a way to connect with the rest of the world and conquer the divide. Now it not only has the respectability of the camera or the product, but the love of an idea that they have broadcasted. Apple's ad had ability to combine an idea and a brand, and will probably be headed on its way to become a lovemark, if it is not already.