ARICLE SUMMARY: It’s amazing the things that people remember about other people, even more amazing is how you remember.

When you look back at high school at some of your classmates what do you think, he was my best bud, she was always nice to me, that bunch made my life miserable. It brings to mind the old saying, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

The Critical Link Between Brands And Feelings” by Patrick Hanlon talks about how we need to design so that six months after start-up we will still stand out from all the me-too’s that copied and are now cashing in on your product/service attributes. To help us do that he says we need to

  • Develop human relationships
  • Add positivity
  • Create strings of meaning that are personal

When the average S&P 500 company has 84% of its value from intangible assets, feelings and emotions of your target audience deserve more than a passing glance.

Patrick Hanlon tells us that sometimes this factor is unjustly relegated to brand attitude or tonality when in reality the emotion we create through functionality plus Brand story is one of the most important factors we can design into our build.

This is a great article with a lot to consider, let us know what you think in the comments.