With so many brands in the market, consumers choose brands that make them feel good. Developing a personal connection between a brand and a consumer requires understanding of the consumer’s culture and creating a unique brand image. Like any relationship, the relationship between a consumer and a brand takes time and trust, but when developed properly, it proves to be worthwhile.

Emotional appeal comes in many forms. Our Brand Rant explains how Russell Stover plans to use sex appeal to change their brand image from grandma to gourmet chocolate. Southwest Airlines takes the Brand Spotlight with their innovative “Ding!” by creating one-on-one… read more.