Via Steve Goldner | @SocialSteve
Creating an emotional connection between customers and a brand is probably the Holy Grail of marketing. Most often, brands strive for this by being the pinnacle of something and then reinforcing that position at every touchpoint.
Emotional branding goes beyond loyalty and almost creates this "I-am-with-<brand-name>-no-matter-what" mentality. How does your ideal customer win with your brand? When building emotion into your brand, think about leading your customer through a continuum.