Naming is one of the most important parts of a branding strategy.
The construct of an emotional identity is being able to define a brand’s two or three dominant emotions and their order of importance.
Since emotions are so potent, it is important to handle them carefully when trying to create an emotionalized brand strategy.
Emotions can make or break a brand, and once a mistake is made and you have an explosion, it can be very difficult to put the pieces back together.
The stronger the emotional territory, the longer the brand impact will be – for better or worse.