Although we recognize that, in reality, consumer emotion (as explored in our consumer insight pillar) and this pillar of understanding needs and behavior are inextricably linked, we separate them purely from a logical viewpoint so that you can see how a brand can be connected on an emotional level. That’s what brand storytelling tries to do, which is different than when a brand tries to interact with something. Part of brand interaction is giving consumers a benefit that solves some sort of need. Since that need could be emotional, realize that you cannot separate emotional and functional need
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