Strategy

Over the last hundred years, as the art of creating brands has evolved from designing logos and placing ads to the more complex integrated endeavor known as branding, we see a constantly shifting sense of what is true. It’s time for another one of those...

Human needs such as love, power, emotional security and ego-gratification, which are subconsciously emotion-based, serve as a foundation for emotional branding and allow marketers to create a self-fulfilling prophesy when it comes to consumer needs. People want to fulfill needs, and advertisers promote the need...