According to Kevin Roberts, commodities are low on love and respect. US airlines fall into this quadrant. “They treat people like cattle.”

Fads are high on love but low on respect. Think Crocs and Paris Hilton.

Brands are higher on respect than love. But their margins are eroding.

Lovemarks, of course, are high on both love and respect.

So is virtual world, Second Life, here to stay or is it a fad in the world of lovemarks, Transit Café asked?

Says Roberts, “Second Life is a fantastic example of mystery, sensuality and intimacy. It is not accountable to physical constraints and it is very one-on-one.

“As a brand or lovemark though, I have a feeling it could be a fad which could be replaced by something even more community.”

News networks like CNN and Fox started off as lovemarks but have moved from brand to commodities. “24-hour news has become a commodity,” says Roberts.

More declarations from Roberts:

• “Mass marketing is dead. Within the next three to five years, all advertising will be interactive.”

• “The days of if you don’t have an idea, use a celebrity are over. It’s use your best friend”.

• “The only question you have to ask of any commercial is, do I want to see it again?”

And by the way, you can also use the Love/Respect Matrix with people, he advises.

Go on, give it a go.