Some brands are built around products or ideas that are inherently emotional.

But true emotional resonance happens when these brands recognize that their competitors own the same emotional space.

Brands seeking to rise above the fray dig deeper into the well of positive emotions that bond brands and people.

They build upon, complement, and extend that innate emotional “kick” they deliver with a set of ancillary feelings chosen to support the brand’s purpose beyond profit.

A unique purpose and emotional aura distance emotionally meaningful brands from their competitors. They draw – and keep – the best customers and employees by deeply bonding with people in highly unique, personally relevant and emotionally important ways.