When the Goal is Loyalty, Emotive Branding is the Strategy
Brands need people who buy again and again. It's a case of basic economics.
Emotive brands create meaningful connections which inspire people to go out of their way in pursuit of their brand.
They also turn people into powerful brand promoters who share their enthusiasm and satisfaction with family, friends, colleagues and strangers on the web.
It is well known that this form of third party endorsement is more credible and influential than traditional marketing and brand-driven forms of promotion.