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
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...