Brand awareness, resonance and relevance
Companies that move beyond brand awareness to brand resonance and relevance are the ones whose products and services provide not only quality but also a constellation of positive experiences. Most people’s purchasing decisions—from dishwashing detergent to luxury sedan—are based not on methodical research and rational choices, but on emotion. If we aspire to be savvy marketers, we must acknowledge, whether we like it or not, that we are in the business of emotional branding.