IT'S THE END OF BRAND VALUE AS WE KNOW IT

Summary from the TLDR Marketing newsletter

Traditional models of brand value based on logic and efficiency are losing relevance. Consumers make choices driven by emotion and meaning rather than features or pricing. Research in neuroscience indicates that emotional significance is a better predictor of behavior than stated intent. Brands that create emotional shifts, such as confidence or delight, tend to outperform those focused on transactional benefits. Small, intentional actions like handwritten notes or moments of vulnerability generate loyalty that scaled automation cannot replicate.