Branding Mistake by Chrysler Hurts Consumer Confidence

In the quest for brands to establish emotional investment by their customers, one of the most important changes that can be made is a move from demonstrating honesty towards building trust. By now, honesty is expected in business. With negative buzz smeared over the...

Emotional Branding: From Consumers to People

Emotional branding is beginning to supersede the old concept of brand awareness. During this transition, I think we’ll see a move from being consumer-focused to being people-focused. Here’s an example of a great opportunity for Campbell soup. Because of the “tough...