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Emotional Branding
"A brand is really just how something makes you feel."
Cropper treats brands as inner worlds, mythologies that consumers inhabit, defend, and pass down. The strongest brands are not bought; they are believed.
Emotional branding is the deliberate design of feeling: how a brand makes you feel about yourself when you choose it, wear it, or speak its name.
Functional differentiation is dead. The remaining moat is emotional truth, and it is built through ritual, repetition, and uncompromising taste.