A brand is an entity that engenders an emotional connection with a consumer.“

I’ve read an Interview with the Former Vice President Global Creative of Starbucks. It’s interesting to hear his opinion about brands. He says that the best brands are those who create something for consumers that they don’t even know they need yet. I think that is an important point. When I sit in the train and see the advertisements outside or read in a magazine and see brands I think: „Oh I could buy myself something like this.“ I think I need that thing now and can’t live without it anymore. When you look back you see that about 5 minutes ago I didn’t know that this thing even exists. Like that the brands are manipulating us. Most important are images which convey us the feeling that the people are happy in this situation and you get happy too when you have the product.

Source: Brand Thinking by Debbie Millman