Brand Philosophy Strategic Brand

“Emotional” Abuse

September 30th, 2009

Emotions- we don’t believe that “emotion” can or should be woven into every brand story in the hopes of “snagging” more customers.Emotional Abuse

We don’t believe that “emotions” should be, nor do we believe that they can be exploited at brand will. We don’t believe that an emotional connection to a brand will prove to be so compelling that it bypasses reason and suspends logic.

We do believe that a well-developed brand narrative should represent a dimensional, authentic, relevant and meaningful story that positions the brand to be noticed, understood and wanted.

We do believe that people and markets want products, services and brands that they identify with, relate to and see themselves as… accurate or not.

We do believe that if you are successful in creating meaningful connections, you won’t have to “manipulate” customers using evocative methods or messages.

We do believe there are causes, cohorts, events and a few, rare and exceptional organizations that have such a powerful brand story as to evoke a connection; call us to action; or put us in touch with a remembrance, a feeling, a sense of duty, a dream.

Powerful responses are enlivened when the authentic story is excavated to reveal a compelling brand that connects to a place deep, visceral and real within us.

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