Have you ever bought something not because you wanted it, but because you were afraid of what might happen if you didn't?

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 ...

If consumers relate to a brand’s message, story or personality in an emotional way, the sense of connection it creates can help drive them to take action. To prompt customers and prospects to sign up ...

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 ...