Roberts/Carnegie

Kevin Roberts has something in common with Dale Carnegie; they both understand what it takes to sell your product, brand and company to consumers - emotion and desire. Dale Carnegie's advice, "Get the other person to do what you want them to by arousing their desires," was the beginning of how to reach consumers on a deeper level. Many companies have taken this advice and are trying to arouse those desires, but in today's cluttered society, there has to be more. Roberts understands that and is going as far to say there needs to be "loyalty beyond reason." He has gone as far as to study the behavior as cults to figure out how ot succeed at creating this type of loyalty. I think Carnetgie would be surprised today by how far people like Roberts has taken such an idea but would agree with him.