As human beings, we are guided by our emotions. Almost every decision we make is based on what we feel. Consumer decisions are typically influenced by emotions which is why brands focus on emotional marketing. For generations, marketers have been crafting ads that showcase their respective brands’ unique value propositions. Such messages helped guide reasoned and deliberate purchases. However, things have changed, and now consumers opt for brands that feel right to them. With the advent of the internet, information became readily available, and advertisements are at every turn. Consumers can now research and understand the products before making any purchase. So, what differentiates brands like Nike, McDonald’s, Coca Cola or Apple from the rest? It is simple- emotional branding.