Brand Love: Straight to the Heart

As the economy recovers, this article from the ANA Magazine suggests marketing to consumers on an emotional level as an especially useful approach for brands.

Brand Love: Straight to the Heart

John Wolfe

As the economy recovers, marketing to consumers on an emotional level could help your brand earn some love

DURING THE WORSTeconomic downturn since the Great Depression, many marketers have relied on so-called “rational” advertising and marketing methods, which stress a product or service's functional benefits to appeal to a consumer's basic needs and concern for thrift. But there is a growing school of thought that, as the economy gradually improves, hard-sell messages will be replaced by more “emotional” advertising, which employs subtle tools like humor and sentiment to appeal to a...

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