Why is Brand Emotional Attachment So Important?

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."