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The Making or Faking of Emotionally Significant Brands
 The full e-booklet available for free - download here (820KB).
(Creating a genuine 'Feel Appeal' for your brand). This paper is about the erudition and the know-how necessary for the purposeful creation of emotionally powerful brands. In the article and in the free e-book expanding on it, Dr. Herman sets out to present a comprehensive account of why and how brands achieve emotional significance and how they can be designed for this purpose. He criticizes many of the widespread practices of Emotional Branding and proposes an alternative approach that is both practicable and tenable in the light of up-to-date theory and research. Dan Herman, PhD, is the owner and CEO of Herman - Strategic Consultants, a consulting firm based in Tel-Aviv, Israel, and serving clients both locally and internationally. Dr. Herman lectures at the Bar-Ilan University in the Master of Communications program, as well as in several MBA programs. You can contact Dr. Herman at: dan@danherman.com.
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