– July 15, 2011 In today’s society of endless advertisements, seas of faceless companies, and billions of interjecting products, the modern entrepreneur is a victim of the mistakes of big business. The blatant and “In Your Face” style that worked in the late 80’s and through the 1990’s has left a sour taste in the mouth of the consumer of the internet age. SPAM and pop up ads, junk e-mail and half-hearted social media marketing have made today’s potential customer very weary of your adverts. This is where the secret weapon comes in. . . Emotional Branding. This is your shot at the upper hand, small business owner, gutsy entrepreneur. You are not a giant faceless company full of nodding yes-men who “BELIEVE” they know what average Joe thinks and feels. You are the average Joe. You live and breathe in the same neighborhoods, restaurants, grocery markets, and discount stores as the everyday person. The only difference is, you have decided to run a business. You can connect emotionally with your brand to the consumer by listening purely to the consumer. By finding ways to make them feel included, important, a part of it. Don’t get me wrong, I am not saying to “make them believe it” I am saying ACTUALLY DO IT. The honesty in advertising has plummeted along with the trust of brands. The small business owner has the chance to change this, as well as change the game of business, as long as they respect the mind of the modern potential customer. Marc Gobe, a visionary in emotional branding, says that one of the biggest mistakes a company can make is to impose upon the potential customer by shoving ads down their throats. He explains that it leads to a distrust of the brand. Instead, he explains, connecting with the consumer first and branding with them emotionally will lead to greater success. Please watch the video attached to this article, and get a glimpse of the truth in today’s advertising and branding.