Consumers need to find brands that will help them experience and express their emotions sometimes in contradictory ways.

When brands are copycats of each other, they do not represent the vast array of emotions people want and need to experience.

Then there is a rejection of the ‘expected’ until new ideas appear in the marketplace.

Therefore, brands need to be very clear about which emotions they want to emulate, since that clarity will be a huge competitive point of difference.

Brand Jam by Marc Gobé

Leave a Reply

Please log in using one of these methods to post your comment:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s