It does not matter how a brand sees consumers. It matters how consumers see the brand. The brain becomes fascinated by something, and for branding products that means finding the right messaging to create the fascination or intense focus. Marketing messages should make consumers anticipate and connect with the brand's emotions and values. They must make consumers fascinated for some reason. Understanding the Languages of Fascination to create focus is a first step because the adjectives drive the right messaging and tactics. It is a planning process that leads to creative ideas that make consumers feel an emotional connection to the brand’s message.

https://accessorytosuccess.com/blogs/books/fascinate