The more we are exposed to a brand the more we like it.

The number one drive in human behavior and biology is homeostasis, or the seeking of the same stable, balanced, predictable state.

All consumers find a great deal of comfort and pleasure in what is known and familiar.

The final twist. The approach of ‘sending a person in one way then pulling the rug from under them’ is a perfect, popular technique in TV commercials. In fact, it’ a tried and tested method.

A mnemonic is a ‘memory aid’ that helps people to remember your product or campaign. These can be visual, audio, or both using a memorable voice, or even a simple sound effect or jingle.

Television advertisements in the middle of an exciting sports game are rated more highly than when the game lacks suspense.

Consumer.ology by Philip Graves

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.

Emotional Branding by Marc Gobé