What the hell is a lovemark and why would a Ducatista care? Well apparently worldwide ad agency Saatchi & Saatchi has decided that the ideological concept previously called ‘a brand’ is dated and dying - this seems like news to me but what the hell - so they’ve re-invented the word and renamed it a lovemark amazingly enough.

As it turns out a lovemark is now defined as;

Lovemarks form a key pillar in what we believe. Lovemarks are super-developed brands that inspire loyalty beyond reason. The relationship Lovemarks have with the people who buy them is not built on function, but on emotion….and function.

And now there’s a lovemark website, so if you’re interested you can vote for Ducati as your personal lovemark by clicking here.