Harvard Business Review conducted research and found out customers want to connect with businesses or brands. Actually, the study went a bit further to say that consumers are capable of emotionally connecting with a business brand. Not only that, but consumers have emotional motivators. In fact, there were hundreds of emotional motivators identified but only ten were considered highly relevant for consumer bonding to occur to a brand. One such motivator was to have “a sense of well-being” and another was to “feel a sense of belonging.”
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