Did Harley Davidson create the desire for rebellion and the feeling of freedom that comes from conquering the open road? Did Starbucks create the desire for a sense of sophistication or for people to feel like they are part of a community?
Of course not! Harley Davidson and Starbucks simply found wonderfully resonant ways to tap into these deep emotional currents that course through people's veins. However, it is important to remember that everyone does not have the same emotional imperatives. That is why some people buy a Suzuki bike and many people prefer to buy their coffee at Dunkin Donuts. That is how great branding works—companies find ways to connect with the emotional drivers that move their specific target audiences.
When you're walking down the grocery store aisle, have you ever listened to the tiny voices in the back of your head that are asking questions like, what does this product say about me as a mother? What does this product say about my status? Do I prefer to be irreverent or traditional? Am I frugal or do I prefer to be decadent?
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