The emotional marketing is the discipline of marketing that uses a brand within a strategy in order to achieve an emotional bond with users, consumers, customers and future customers, so that they feel the brand as own something and need to be part of it .
Starting from the basis that we are more emotional than rational beings, I always say that we are made of stories, experiences and moments. So brands must understand that meeting the affective needs of their consumers and their target should be their main objective .
But in a society in which users are more demanding every day, the work of brands is, consequently, more complicated every day. Also, let's not forget that we are in the digital age, where immediacy is the order of the day and, in addition, everyone has the resources at their fingertips. That is to say: not everything goes.
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