4/1/13
Emotional engagement drives sales, according to Brand Keys. This attachment rises when brands exceed consumer expectations relative to the industry category. As such, the brands with the highest engagement include Amazon, J.?Crew, Kohl’s, Walmart, and Whole Foods.
“If marketers don’t have a handle on the emotional side of the purchase and engagement process, they become ‘placeholders,’ brands whose name people know but don’t know for anything in particular and have absolutely no advantage in the marketplace,” says Brand Keys’ Robert Passikoff.
Source: Brand Keys, Robert Passikoff, Founder, 9 W. 29th St., 5th Fl, New York, NY 10001; 212-532-6028; keys@brandkeys.com; www.brandkeys.com.
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