When we refer to an emotional benefit, we don’t mean simply highlighting a product’s functional benefit in an emotional way, we mean a truly emotional benefit; one that your customers experience when …
Read MoreNike advertising revolves around a single, universal emotion that is felt the same by …
Read MoreIf 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 …
Read MoreBy 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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