In the world of emotionally branded presence, it is not quantity that counts but quality. Consumers are so barraged by communications that finding a unique venue for a brand message can sometimes be more powerful than logos plastered everywhere. This is particularly true in large cities where modern computer technology has made the cost of oversized vinyl panels negligible and, therefore, 120-foot advertisements staring down at pedestrians from buildings are a commonplace sight, and advertising clutter from bus stop ads to passing trucks is abundant.

Emotional Branding by Marc Gobé

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