12/2/2013

Too many marketers use competitive psychology that appeals to consumers' sense of narcissism with messages of brand superiority, writes Douglas Van Praet. Recent discoveries in neuroscience show that empathy can be an even more powerful force for forging emotional connection, however, and brands that seek to improve customers' lives through a sense of compassion can build trust and create lifelong fans, he adds.

Full Story:
FastCoCreate

Related Summaries