Discover the passion in your brand

Nicole Davis and Mitch McCasland

Mitch McCasland, director of planning and brand strategy at Moroch Partners Advertising, Dallas, and Nicole Davis, brand manager for Samsung Telecommunications America, argue that marketing executives are conditioned to ignore emotion in branding.

Discover the Passion in Your Brand

Mitch McCasland

Nicole Davis

Consumers get emotional about doggie diapers. As researchers, we know that this is unquestionable. People love pets – they are members of the family. In most households, the family dog lives a quality of life enviable by global standards. Consider it – affection, food, shelter, medical care.

If a dog develops incontinence beyond medical treatment, many families do not feel this merits a death sentence. As an alternative, the doggie diaper has emotional potential, indeed.

We have gathered consumer insights across categories such as breakfast cereal, telecommunications, antidepressants, insurance, soft...

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