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Emotional branding - The love affair between consumers and brands [Bizcommunity (South Africa)](Bizcommunity (South Africa) Via Acquire Media NewsEdge) I recently carried out a survey of newspaper advertisements, and I was shocked to learn that the majority are solely based on unsentimental logic and product specifications... Upon reflection, I also realised that the marketing communication put out by a number of companies is dry and detached and thus incapable of producing the intended responses within the target audience. This is a disturbing trend that goes against the tenets of the winning formula of emotional branding. According to a Wikipedia definition, "emotional branding is a term used within marketing communication that refers to the practice of building brands that appeal directly to a consumer's emotional state, needs and aspirations." (c) 2014 Bizcommunity.com Provided by SyndiGate Media Inc. (Syndigate.info). |