In marketing, tapping into consumer emotions isn't simply a feel-good practice—it drives sales. Emotional marketing forges a potent connection between a brand and its audience, translating into ...

Creating a customer for life isn’t done through promotional activities or pricing strategies. It’s done by activating and evoking emotions. The holidays are here, so let's take a trip down my own ...

In an always-on, multichannel world where most people spend a significant amount of time online every day, marketing has become a nuanced and high-stakes psychological game. By understanding how ...

When I finished my study as a professional certified coach (PCC) — my niche being leadership, communication and business — I started revisiting various aspects of marketing that keep the consumer at ...

In a previous article, How To Make A Video Go Viral, I mentioned research that shows videos that evoked the emotion of hilarity, inspiration, astonishment, and exhilaration tended to be shared the ...

Raja Rajamannar, chief marketing and communications officer of Mastercard, is one of BI's "Most Innovative CMOs" of 2024. Tapping into people's passions can inspire emotional connections with ...

A young woman approaches her distracted partner. He asks her if something’s wrong. She hesitates. Then reveals the positive pregnancy test. They quietly embrace, incredibly happy at the news. As she ...

Anyone who’s started work as a B2B marketer in the past 10 years might be surprised to learn that there was a time when it was not widely understood or recognised that emotion played a role in B2B.