Evocative advertising may be perceived as the domain of B2C, but ads aiming for an emotional connection are just as effective for engaging B2B buyers, the data suggests. To dive deeper into the role ...

While a substantial body of research shows that emotionally charged advertising enhances brand recall, the neuromarketing literature still lacks a clear ...

When it comes to marketing, most brands are sneakier than you think. To be successful, a modern company can't just create a product that appeals to your pain points and offers a solution. "But, surely ...

Consumer attention is difficult to capture, but emotional storytelling -- rather than rational approaches to advertising -- can dramatically drive brand growth and success. The Emotion Effect, a new ...