Emotional Branding: Here's What Love's Got to Do With It

Written by John Williams of Entrepreneur.com

In today's highly competitive markets, smart companies are focusing more and more on emotional branding to differentiate their product in the minds -- and hearts -- of consumers.

No wonder. Today's consumers face more choices than ever, yet they devote less time to product comparisons. To compound the matter, brands in many industries have become increasingly similar in quality, price and delivery. This typically culminates in a price war. One of the best ways to avoid this is to develop a lasting connection with your consumers on an emotional level. ...