Brands deliver loyalty, flexibility, value…they do this by connecting products and services to emotions.

People are emotional beings.

They feel first, think second. 

Feelings affect rational thought. 

Most purchase decisions are emotional, justified with rational thought later.
   
In 2002 Daniel Kahneman of Princeton was awarded the Nobel Prize for Economics. His work, for the first time, recognized that it’s the power of emotions and a person’s psychological makeup that are the key determining factors in buying behaviour.