The business of brand marketing is the business of creating emotion.
All decision-making in life is emotional decision-making. If you are a brand manager, you are in the business of creating emotion. Brands are very personal and intimate. Emotion differentiates your brand from the bland and creates a connection with someone.
Emotion creates engagement. Emotion creates a relationship, and thus creates brand preference, brand loyalty, pricing ability and repeat purchasing. Emotion is power. Connect your brand emotionally to your consumer.