Brand Strategy: Why Are Purpose and Feelings so Important Now?
Brand Strategy: Why are purpose and feelings so important now? An emotive brand is the persona-driven presence and experience of an organization that has proactively decided to orient itself around a meaningful and purposeful promise. Such brands do so with the intent of emotionally connecting to people on a deep level, by addressing core human needs. Most significant, an emotive brand strives to forge these attitude and behavior changing connections both inside and outside their organizations. To summarize, an emotive brand is: – Proactively meaningful across all its actions –...
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