Saatchi & Saatchi's CEO Kevin Roberts claims to have invented them a few years ago and built a creative website around them: lovemarks (www.lovemarks.com). No registration is needed to be a lovemark (nor did Saatchi & Saatchi seem to have bothered to register lovemarks as a trade mark itself). A lovemark does not have to be either distinctive or famous. A passionate and respectful love sans frontiers from the public for a trade mark is the only thing that counts. And doesn't that concept resemble that of the so called courtly love that inspires many of us this Valentine's Day?