Brands have to connect at both an explicit and emotional level
By - Neal Cole

Do People Connect With Brands Emotionally?

Are Emotional Benefits Important? Marketing people often talk about connecting emotionally with the target audience. Brands want to engage with us at an emotional level. They encourage us to like them on Facebook. Indeed, research often brings out emotional responses to products and services. So emotional benefits must be key to understanding what motivates people to buy, right? Perhaps not!

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