Emotional advertising can lift sales as much as 23%, but marketers are missing the mark

After more than 40 years in marketing and advertising, Louis Sawyer, the chief strategy officer for ad agency Brunner, has come to believe that we are defined by the brands we choose to buy. To prove his point, Sawyer once asked a room full of students at Emory University if they could describe a friend using only brands and have their other friends know who they were talking about.
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