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Branding is about creating an emotional connection with customers from "summary" of The Brand Gap by Marty Neumeier
Branding isn't just about logos and colors. It's about something far more powerful: the emotional connection between a company and its customers. When a brand can trigger an emotional response in its audience, it creates a bond that goes beyond mere transactions. It becomes a relationship based on trust, loyalty, and shared values. This emotional connection is what sets successful brands apart from their competitors. It's what makes customers choose one product over another, even when the prices are similar. When customers feel a strong emotional attachment to a brand, they become advocates, spreading the word to friends and family. This word-of-mouth marketing is one of the most powerful tools a brand can have in today's digital age. But creating this emotional connection is no easy task. It requires a deep understanding of who your customers are and what they care about. It means speaking to them in a way that resonates wit...
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