Live from NRF: Getting Emotional About Branding

Your customer’s conception of your brand is formed from his first experience or “imprint” with your company, or more generally, with the products you sell. Pointing to an example from his own childhood in World War II France, Rapaille said that he associates the U.S. with the GIs on tanks who stopped to give him candy. The reason he remembers that first contact with the “brand” of America is because that initial introduction was an emotional one. Without emotion, he said, there is not enough neural transmission to garner a strong memory.

Link: Live from NRF: Getting Emotional About Branding.