GETTING THE FEEL OF EMOTIONAL BENEFITS

It's said that, for many people, talking about their feelings is awkward, uncomfortable, and even (for a lot of men, presumably) nearly impossible. No wonder, then, that we marketers find the selection and expression of emotional benefits for our brands so darn difficult. It's not something we do every day, for sure. Still, there are some fundamental practices that, if followed, make the job of coming up with a winning - as in meaningfully differentiated - emotional benefit doable. Read on.

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