Organizations must sell their products in such a way that it improves the lives of people and to do that you have to make a person feel – not think. Emotional branding is all about feeling and that feeling doesn't even need to be directly connected to the brand. Jeannette de Beauvoir (principal at Harbor Marketing Associates), writes in her article about some tips on how to launch an emotional branding campaign for your company or product. Read more at: http://www.marketingprofs.com/articles/2014/26405/five-tips-for-effective-emotional-branding