MAKE EMOTIONAL MOTIVATIONS THE ‘NORTH STAR’ OF YOUR BRANDED CONTENT
As a challenge to advertising that puts products before people, brands are abandoning the coercive, interruptive format in favor of content that appeals to the emotional motivators of their customers. Emotional motivators are described as the feelings that drive a customer’s behavior and hint at the greater emotional needs that all humans possess. This article in Harvard Business Review; An Emotional Connection Matters More Than Customer Satisfaction, asserts: ‘Emotionally co