Brands: The Power of Emotion

Brands that face a high degree of competitive parity—whose ad budgets depend on what competitors spend—in categories such as soft drinks, beer, and automobiles understand the entry to effective differentiation is through the personality door. They simply don't have unique rational claims to make, so they have to win people's hearts instead of their minds. But all brands, and all products—no matter the industry—can leverage the power of personality to strengthen their appeal. It can only add to the power of a differentiated positioning, (BusinessWeek.com, 10/12/07).