CM WORLD 2015: How Branded Content Can Make An Emotional Connection

This post was originally published at contentmarketinginstitute.com

This post was co-authored by Dechay Watts , Chief Strategy Officer and Co-Founder of Sprout Content. Follow her on Twitter @Dechay.

The emotion that a brand evokes in someone — or more importantly, in a specific group of people — has a big impact on a company’s success or failure. Emotions play a huge role in how consumers act and react. Emotions drive decisions, prompt actions, and change mind-sets, leading to strong loyalty and a deep personal connection with a given brand that can extend beyond its rational attributes.

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Author : Debbie Williams

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