Creative Review19h
How Smiley can inject emotion into a brand
To mark five decades of Smiley, Creative Review commissioned five exclusive artworks to explore how brands can build an emotional connection In 2022, the Smiley brand turns 50. Over that time, the ...
Lipton Fans Angry After Brand Pretended to Discontinue Peach Iced Tea as a Prank: 'Don't Play with My Emotions'
Lipton took fans through a roller coaster of emotions after it pretended to discontinue its peach iced tea. The emotional ...
Being Different Is Not the Same as Being Distinct
For small businesses aiming to stand out, mastering both differentiation and distinctiveness is key. Here's how.
pharmaphorum16d
Emotional empathy is driving brand equity
These are the brands that have clearly demonstrated emotional intelligence, that have shown emotional empathy to their target audience. They understand the current, heightened emotional state of ...
In an era of misinformation, should brands even bother trying to tell the truth?
Design agency Taxi Studio’s founder and CCO Spencer Buck argues that brands need to stop positioning themselves around logic ...
Experiential marketing can help to generate brand gravity
Ahead of SXSW 2025, Beki Winchel explains how immersive experiences can create brand gravity: that deep emotional connection ...