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Creating an emotional bond between your brand and your customer is not an easy task in 2019. It means brands need to understand and relate to customers on a deeper level. It requires business to empathize with consumers and to truly grasp what makes them happy and what makes them not-so-happy. But how do retailers do this? How do they dive deep into the customers' psyches in an effort to influence their decision making? It all begins with differentiating the logical brand from the emotional brain.