According to the advertising giant Saatchi and Saatchi, “Brands have run out of juice”. This tongue in cheek comment appears on their Lovemark website. This website allows people to nominate certain brands as ‘Lovemarks’. These “reach your heart as well as your mind, creating an intimate, emotional connection..”. This is rather dramatic language but it is true that branding is incredibly important. Saatchi and Saatchi are right on another point: brands are changing, though they have by no means run out of juice.