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