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"Strategy needed to go far beyond a creative asset in 2018, a WARC analysis of the 169 campaigns entered into the Cannes Creative Effectiveness Lions finds. In a study of the effectiveness awards, product-led solutions, emotion and humour, e-commerce thinking, and purpose with PR were found to drive sales ..." 
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"For decades, athletes saw emotional vulnerability as something to be shunned, a personal shortcoming that must be internalized and kept out of the limelight at all costs ..."
Leona Ungerer's insight:
A celebrity (and emotional) appeal.
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"Emotions are an important driver of brand loyalty for Chinese consumers, according to new research which argues that an understanding of their consumption patterns must move beyond geography, demographics and social groups..."
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"No one argues with music's power to elicit an emotional response. Yet brands so often fail to use audio to emotionally connect with customers ..."
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"Daniel Kahneman, a psychologist who won a Nobel Prize in 2002, explains it in his book Thinking, Fast and Slow. Kahneman argues, "We follow routines, we follow trends and we follow patterns of behaviour ..."
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"If you spend much time browsing online forums or Twitter (or even The Independent’s own comment sections) then it might not surprise you to know that anger is a powerful emotion online..."
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