As a leading brand strategist and copywriter, I am a true believer in the power of humanizing brands with compelling ideas that make an emotional connection.

Consumers of today have changed dramatically, impacting what it now takes for brands to win. Consumers now see and hear more than 4,000 brand messages per day, far too many for their brains to handle. They filter out the irrelevant advertising and gravitate only to those brands that capture their hearts and their minds. No matter if it’s a B2B customer, or B2C consumer, they explore rationally and engage emotionally with brands they trust and believe in.  It may create a laugh. It may create a smile or a tear. It may provide information that wouldn’t have come any other way. But there’s some element, something emotional, that makes people engage with the content. Remember the message. And act on it.

Emotional marketing is not merely effective as an engagement vehicle but also as a true business driver.  In fact, findings from a Nielsen Consumer Neuroscience study of 100 ads across 25 brands in the consumer goods market revealed that ads with the best emotional response, those that humanize their brands, generated a 23% lift in sales. 

I am a true believer in the power of leveraging human truths and insights to define what a brand stands for. To help brands clearly articulate why B2C consumers or B2B customers should care—to know them better than others, to select them above others, and to talk about them more than others. That is called a competitive advantage in the market. It’s the reason I started my freelance copywriting services. I love creative ideas that make a human connection, building brands in the long term and driving sales in the short term.