One of the most exciting aspects is the speed at which so many people want to predict what will happen tomorrow in the world of brands. However, there is one thing we can be sure of: The future is not predicted, it is created. And within the innate creativity of the human being, those brands that know how to connect emotionally with their audiences will have begun the construction of a hopeful future.

The American inventor Lewis Latimer asserted in the 19th century that “we create our future by improving on present opportunities: however few and however small those improvements may be.”

Developing step by step, rung by rung, brick by brick, is what elevates opportunities on a daily basis. Branding is a construction that happens minute by minute, hour by hour, day by day.

So profound is the change we are going through that reclaiming the vision of the future aligns with the beginning of realization in today. Plans, big or small, are only good intentions unless they quickly degenerate into something tangible.

It is important not to fall into a false reality. Many companies are starting to become aware of the strategic importance that brands have for them, and even more so in the emotional approach and the benefits they can provide.


Better late than never. Better now than tomorrow.

A brand that reaches the mind of the consumer gets a behavior, a brand that reaches the heart gets a commitment. The latter, in these times of low loyalty, and hyper information invariably becomes a factor, key, decisive, decisive, decisive; and above all profitable.

“The obvious usually goes unnoticed, precisely because it is obvious”, said Lacan. He knew little about branding, but much more about human psychology. Perhaps because of the obvious, brands have been slow to internalize that for a customer it is not the same to know a brand as to feel a brand.


The shared emotion is a memory that remains.

Consumers get phrases like “bigger”, “cheaper”, “more quantity” or “stronger”; but they need to connect with emotions. Our whole world is perceived through the senses, through emotions. So re-orienting the content, the tone, the form, the feeling, is paramount.

Through a deep understanding of our brands’ capabilities, values, promises and resources, we can match them with the sensibility and emotion of our consumers, creating a powerful and lasting relationship.

Companies have a lot of information, but in many cases little knowledge of their audiences. People are not data, they are emotion. Find the symbiosis between the two and you can significantly improve the relationship.

Many wonder how brands stopped being a commercial name plus a logo and became a treasure that is owned by consumers? How are brands valued today? Why are most successful brands today, are young brands born or developed from the Internet or that have been able to reinvent themselves or adapt over the years?

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What is the connection between the brand and emotions? Today brands are alive, they are part of our daily lives, regardless of whether they belong to a mega-corporation or the neighborhood where we live. A great brand cannot change the world, but it can be effective in deciphering the behavior of human beings and proposing answers to the challenges they face.

Brands need us almost as much as we need them. Therefore, the most successful products and services will be those that have meaning and experiential richness for the consumer’s lifestyle.

“The unconscious, Lacan asserted, is structured as a language” and the human being reacts to stimuli through this language.

It cannot be changed.

Fear of change is the one disease that most brands no longer expect to be cured of. Or are they?

Only a select group of brands are responsible for the changes. The greatest triumph of a good number of these brands is to have shortened the distance to the future.

Most of them generate emotions, and customers feed them back. The brand-customer relationship develops in the form of an anthropological, psychological, neurological and sociological mosaic where the connection, in all senses, takes precedence.

Don’t be afraid to be in “unattractive” sectors such as insurance or banking, everyone has an attractive story to share. Never underestimate the consumer’s emotional attachment to your products, no matter how cold and rational they may seem. Emotional bonding can be done without TV or Twitter celebrities, footballers or famous models taking Facebook or Instagram by storm. It doesn’t even need to be a fashion product.The only requirement is a deep understanding of the consumer.

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Good branding makes the business strategy visible. To do this in a convincing, relevant and measurable way, it is necessary, above all, to generate brand loyalty.

There are opportunity costs for those who do not recognize and take advantage of communication. Everything communicates. Every member and every product in a company does: from the music on the phone center, websites, packaging material, social media, transportation, manufacturing and point of sale are all possible communication tools, yet many are not considered as such.

The great value of emotional benefits is that they provoke a feeling of depth and satisfaction due to the brand-consumer relationship in close identification. Kevin Roberts wrote: “The idealism of love is the new realism of business“.

Investing in the brand to communicate it successfully is the best way to ensure a distinctive position, an emotional bond with its consumers and a great strength in its personality.

It is true that proposing to consume experiences, not things, is consolidating.

It is time to improve the present. “Desire is never fully satisfied,” Lacan asserted, but getting closer to it is a good start. Nothing should be as common, for brands in the 21st century, as the desire to be outstanding in exciting. Emotion is a key instrument of knowledge and, above all, of the enjoyment of a new reality. A reality of emotions that will last at least another 100 years.

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