Who ARE You?

This article comes to us via Paulo Crepaldi at Resulta CNP, the ZMET Global Partner in Brazil.  Thanks, Paulo!

The authors discuss what they call “brand ideals” and why they are important for building brands.  Brand ideals are about more than end emotional states like “Happiness” or “Calm.”  They are based on understanding why those emotional ends are important, which comes through a deep understanding of consumers’ self-identity.