All brands have one thing in common: if they break their promise they are likely to be banished forever from your life into one of Dante’s circles of hell, and since you nowadays have a powerful voice through soci

If you buy the idea that a brand is not just a collection of utilitarian parts or services designed to put money on a financial statement, then the notion that it is essentially a living emotional entity in customersâ�

You may profess to have great customer care but if I make a call to your company and get a rude or careless response, or worse, a canned response from a pre-recorded message, you are mud. You do not walk the talk. You ar

Storytelling is the most elemental form of human communication. People pass along their brand experiences to others in the form of a story. This is how the human brain processes and defines information. It notes somethin

Truly successful brands go beyond the old idea of utilitarian advantage. Their marketing mission is to communicate an enduring, higher purpose not just in what they say but in everything they do.

IBM is an example of

If you had to think about scratching your nose or looking left and right at a traffic light or tying your shoelaces or any of the automatic things you do every minute of every day, you would not be able to function. Our

Next time you go to a supermarket to do your regular shopping, watch people get lost to the world as they slowly fill their baskets. Their minds are in a whirl doing a million conscious and unconscious calculations per s

People make buying decisions based on how what they are buying makes them feel. Does it make them feel more confident, secure, cool, pretty, smart, savvy, or happy? Does it represent their values? Would their friends app