A company can exist to merely sell stuff and make money. And, certainly, many do.

But a special breed of brands that have transcended revenue as a focal point have been transformed into uber-powerful forces. So what do they focus on more than anything else?


And the business results are nothing short of astonishing.

Think about the success of brands like Nike, Red Bull, and Lady Gaga, and you'll immediately see the power of emotions as a business driver.

The Power of Crazy Love

When Nike launched its most famous campaign with its "Just Do It" message, it struck a chord with every sports fan, amateur athlete, and weekend jogger. The marketing message didn't speak to the technical superiority of Nike's shoes, the results you get by wearing its shoes, or the reasons its shoes were better than the next brand's.

The message was 100% about evoking a surge of emotion in the customer, making them feel different about themselves and the possibilities in their lives.

Sign up for free to read the full article.

Take the first step (it's free).

Already a registered user? Sign in now.


image of Tom Shapiro

Tom Shapiro is the CEO of Stratabeat, a branding and marketing agency. He is also the author of Rethink Your Marketing: 7 Strategies to Unleash Revenue Growth.

Twitter: @tomshapiro

LinkedIn: Tom Shapiro