More and more people in the world have grown to expect great performance from products, services and experiences. And most often, we get it. Cars start the first time, fries are always crisp, dishes shine. These factors are no longer enough to turn brands into category leaders. When competitors are offering something almost identical, consumers must make a choice based on something beyond the rational. They must choose with their heart. Without an emotional preference, one is caught in a competition between price and availability, an arena where there is not room for many. Professor of Neurology Donald Caine said: "Reason leads to conclusions, emotion leads to action." At Saatchi we are working to develop Lovemarks. Making consumers swear by a brand that is not necessarily the best or cheapest. Lovemarks is loyalty beyond reason.