Raising the Emotional Benefit

I talk all the time about how brands need to deliver on an emotional benefit for their customers.  It's our job as marketers to go beyond the product features and show people how they should feel when they engage with our brand.

Here's an example from Sweden that I think highlights what it means to talk about your products, versus marketing a brand.

First up, a product story:

And how a brand took it to a different level:

See what I mean?  What's your experience?  JIM.