It has long been written that we must find ways to connect emotionally and not just rationally for brands to succeed. “Connect with the heart and not just the mind.” (Connecting with “the hands” is also a powerful way to change behavior but that is for a future post.) And we also know that we must work to find those prevailing reasons that really matter in choosing a brand. Bringing these insights to life in persuasive communications is the perpetual challenge of an idea-driv