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This paper is about the erudition and necessary know-how 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.
Contributor: Dan Herman
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