BizSugar.com › Marketing › Ideas for a New Marketing World: Day 30

"A great brand taps into emotions. Emotions drive most, if not all, of our decisions. A brand reaches out with a powerful connecting experience. It's an emotional connecting point that transcends the product.' A great brand is a story that's never completely told. A brand is a metaphorical story that connects with something very deep — a fundamental appreciation of mythology. Stories create the emotional context that people need in order to locate themselves in a larger experience."