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January 13, 2014

Emotional Branding Strategy: Connecting With Your Customers Through Story

by HoosOnBrand

R[E]D - Research : Emotion : Design

Your business succeeds or fails based on the connection that you share with your customer. Borrowing a few tricks from Hollywood will help you strengthen that connection.


Story is the secret ingredient that makes an emotional connection powerful and lasting. A show about a high-powered political “fixer” doesn’t immediately sound interesting. But a show about a fixer who finds herself at the center of the biggest political SCANDAL of the century because she’s sleeping with the president–that’s something you can’t stop watching. In my twenty years as a Hollywood story analyst, I’ve learned a few storytelling tricks you can use to add emotion to your brand and build a connection with your customer. Here are four basic building blocks of great stories you can use with your brand:

1. Trigger Point

Trigger Point

Michael Hauge, author of Writing Screenplays That Sell, said that…

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