Brands Need To Appeal To Human Needs
November 27, 20153 min
Brands personify organizations and their products and services. Why is this important? Because only people (or personified brands) can connect emotionally with people.
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Building Emotional Connections - Page 5 of 8 - Branding Strategy Insider
Building a strong emotional connection to your brand is a requirement for 21st Century brands. We show you how to build emotional connections in the following thought pieces.
How Brands Make Emotional Connections
September 25, 20153 min
Emotional connection is one of the five drivers of customer brand insistence as outlined in our BrandInsistence brand equity system. (The other four drivers are awareness, relevant differentiation, value and accessibility.) The consumer must first know your brand, then like your brand, and finally trust your brand and feel an emotional connection to it.
The Emotional Drivers Of B2B And B2C Brands
November 6, 20143 min
Philip Kotler once described brands as helping people to make decisions.
Linking Brands And Positive Emotions
January 29, 20141 min
Sometimes brands can help people feel certain emotions, emotions that may even be only tangentially related to the products themselves. Brands can create tremendous appeal by linking to or promising desired emotions.
Brand Strategy And The Lovemarks Theory
August 14, 20135 min
Lovemarks theory is based on a simple premise: human beings are powered by emotion, not by reason.