Brands: The Power of Emotion

The savviest marketers understand that successful products appeal to the heart, not the mind

Years ago, when my son signed up for his first YMCA basketball team, I took him to the mall to buy basketball shoes. I don't know which one of us was more excited. Even though I had a sense (since confirmed) that he wouldn't be headed to the NBA, there's still something special about the wide-eyed dreams of a child.

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