The folks at Blackcoffee have been inviting folks to complete the thought, “A Brand Is…”. I was so fascinated to read the range of responses that I decided to take a closer look. I wanted to see what common themes emerged among people’s definitions of “Brand” and what we could learn from them.
Recent breakthroughs in neuroscience confirm what we marketers know in our guts, but sometimes forget in the day-to-day rush of preparing the next ad campaign launch. Namely, everybody feels (emotions) before they think (rational decision), and without generating the appropriate emotional response, no ad campaign can succeed.