I recently came across an article in InsideHigherEd.com that talks about the idea of building emotional brands that I thought was terrific. In this article, it talks about the idea that customers don’t buy different, they buy special. This is something that is so important when we look internally to our own products and services, because it helps us find out what makes us special over our competitors. In this podcast, I discuss how to find your emotional brand story to tell, and some of the ways that you can tell it.