Follow the latest news and updates about global consumer culture in digital marketing and advertising written by top experts in the field at Tonic International

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Brand building: some evidence for an eternal debate

Have you ever been in a discussion with a client who wants you to force-fit his rational product messages into your awesome aspirational storyline or campaign idea? Our instinctive reaction is always: “yes, but there’s tons of research saying we shouldn’t be functional and rather use emotional triggers”. But the …