The seven deadly sins of emotional brand management
16 Oct 2006|Added Value
Published in: marketing journal special edition (Issue 2006)
Author: Christoph Prox
The topic is back. Maybe it was never really gone. It’s certainly nothing new: emotion in brand management. Flood of articles and seminars keeping them selves busy with the emotional charge of brands in times of functional interchangeability. And whether “Auto emoción” (Seat), “Fell good” (Fossil), “Feel the difference” (Ford, Mobil 1 or Aegean Airlines) or “Emotion pure” (Arena TV) – words like “Feel”, “Feeling” or “Emotion” are popular ingredients in actual advertising slogans.
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