IAA | How Emotional Connection Drives Brand Value

How Emotional Connection Drives Brand Value

Alice Cherry, CMO, S&P Global

Lauren Costa, Executive Creative Director of S+P Global Campaign, JOAN

Jim Habig, VP Marketing, LinkedIn

You know the feeling. You just watched a beautiful commercial and now your eyes are “sweating” (no, you’re not crying). Or maybe you laughed out loud. But you definitely felt something. Why (and when) do we need emotional connection in B2B brand marketing? Does it really work? Can we measure its impact? According to one recent study, emotionally-driven brands are up to 3x more successful. Hear from leaders building and measuring emotionally driven strategies and content.


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