A lot of people tend to think about their business very functionally. But when you start to think about the emotional benefits you can offer your customers, you can become a brand, which makes you a bigger part of your customers’ lives. You want to do a really good inventory of your skill sets, and figure out what it is that you can be better at than your competition. And then you need to ask yourself who does that best appeal to – who is your best target customer? Then you can start to figure out how your skills as a brand match what your customer needs, and then start to figure out what kind of emotional connection you can build with your customer beyond just the actual product benefits.
– Jim Joseph, Cohn & Wolfe North America