Emotional truth

Last Friday (September 29th) I attended Brandthink here in Portland. I know the workshop is being held in other cities but I can’t seem to find that info…

One of the things discussed during the workshop was the idea of emotion. What is the emotion you want as a result to a brand, an ad campaign, a website? What’s the one emotional feature people can attach to? If you can tap into what a friend of mine calls “the emotional truth,” you go beyond talking at people and start to build a relationship. And aren’t brands really the promise of a relationship?

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