Posts tagged EMOTION
A Purposeful Brand

If you are a marketer or brand manager, the idea of purposefully creating a brand probably seems obvious. An intuitive, almost second nature function required to successfully compete in today's environment. However, for every Intel and Lexus with a well crafted and executed brand strategy, there are dozens of brands that have developed deep connections with customers accidently …

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Strong Emotions Help Build Powerful Brands, in the Consumer and Political Worlds Alike
By focusing on the essence of what the product is and does, the marketer may fail to nurture the budding emotional relationship between the customer and the brand. One sneaker may be as sturdily built and as objectively stylish as any Nike shoe; but Nike designs footwear that resonates deeply on an emotional level with consumers, with thoughts of Michael Jordan and game-winning jump shots, and with pleasure taken in dressing for a lifestyle defined by physical activity.
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