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There was an interesting profile piece on longtime ad agency owner Gerry Rubin in Ad Age this week. The thing that stood out most to us was his statement that advertising needs to “resonate in the heart.” It’s an idea that we’ve discussed before with regards to branding and is definitely worth reiterating again. The connection to the heart and emotion gives the brand that little something extra. We don’t want to underestimate the importance of appealing to the consumers’ rational side, but there’s a reason why we don’t just list a bunch of stats and call it a brand. Captivating the heart requires transubstantiating positive brand experiences into tangible visual entities. It’s about being able to conjure up pleasant feelings and memories in consumers from the store shelf. The benefits of having this type of connection with audiences include strong word of mouth credibility and active social media communities all supported by your collection of brand champions.