Products live on a shelf. Brands live in the heart. Winning the heart will move consumers to the shelf where the intellect will rationalize the desire.

Target the heart:
Pinpoint the emotional triggers will resonate most deeply with audience.

Speak the language:
Speak to needs and desires, not solely to attributes.

Make it look exceptional:
Use design as the language that connects the messages and the product to a feeling.

Drive follow-through:
Connect the emotion to a prescribed action.