Last year we introduced Head and Heart - a framework for understanding how brands build relevance with consumers. We continue to see the most relevant brands leaning into head, heart, or a combination of both. Some brands are expert problem-solvers and become superhero "head" brands. These are the brands often showered with praise, with words like reliable, dependable, trustworthy, innovative, consistent and modern. In contrast, other brands that score best on heart measures are experts on how people feel-and know how to create products and experiences that draw from the vast spectrum of human emotion.
[
Collection
]
[
|
...
]