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Brands must engage with customers on an emotional level from "summary" of The Brand Gap by Marty Neumeier
Brands are not just products or services; they are what customers feel about those products or services. The most successful brands are those that can forge a deep emotional connection with their customers. This emotional connection goes beyond simply meeting the functional needs of customers; it taps into their desires, aspirations, and values. When a brand can make customers feel something, it becomes more than just a commodity—it becomes a meaningful part of their lives. The key to building this emotional connection is to understand that customers don't just buy products or services; they buy stories. These stories are the narratives that customers tell themselves about who they are, what they believe in, and what they want to become. A brand that can tap into these narratives and become a part of them has a much greater chance of winning the hearts and minds of customers. To engage with customers on an emotional level, brands must first understand what drives their target audience. This requires deep insight into the needs, desires, and fears of customers. By understanding what motivate...
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