The emotional activation of your target group is the be-all and end-all for positively charging your brand. The best thing about it: the target group doesn’t just go along with it, they live it! In our times, people are literally craving the extraordinary thrill of, for example, crawling through the muddy landscape in full costume or being transformed by air-brush artists into a creature from the latest X-Men movie. The more adventurous, the better. Adrenaline rules!
- Sven Messer