Tapping into the emotions
People don't buy a product just because you have it instead you're just one of their shortlisted brands, what makes them buy is when a brand taps into various emotions which eventually leads them to open their pockets for you and become your brand fans.
3E Strategy
When you align your marketing strategy and brand story with 3E's at every point of your ideal customer journey while consistently adding value turn them to become your brand fans.