Gary Reisman, CEO and Founder, LEAP Media Investments, believes that, "Emotional attachment is the top of the consideration pyramid that drives other behaviors to happen." Brands are in a constant quest to discover their most valuable target consumers, he points out. They do this through a variety of methods, from measuring attention and affection to length of tune-in and sharing of messages, for example. But it is becoming clear that one of the pivotal attributes to a brand's success is its emotional attachment. This form of attachment to a brand holds significant power to affect sales and profitability. Studies have shown that emotionally attached consumers form the most highly profitable sector of a customer base. According to Jami Oetting, HubSpot's Content Marketing Strategy Manager, "emotional responses to ads are more influential on a person's intent to buy than the content of an ad."