Effective brand building requires making relevant and compelling connections to deeply rooted human emotions or profound cultural forces. Brands that establish themselves within the larger incredibly complex fabric that we call life will set themselves apart in a more meaningful way. Great brands understand the need to respect both the physical and emotional needs of consumers […] Great brands transcend great products. They respect the timeless human search for people, places, products, and services that are relevant and compelling. Consciously or not, we seek experiences that make us think, that make us feel, that help us grow, and that enrich our lives in some way. Wherever possible, make your brand a part of that process.