Emotion is something that we cannot hide from. There are a great number of us who choose to be cold, calculating and utterly robotic, but somewhere along the line suppressed feelings pop up and often at the most unexpected times. We feel more than we think when we purchase things and this is where the monetary value of human emotion comes to play. If something makes us feel good then we are more apt to buy it than if a company chooses to distance itself from us completely. Even though this forms the basis of human operation, it has eluded the corporate world for some odd reason.As an example, let us look at the hotel industry. People who feel valued and appreciated are more likely to return to a certain restaurant or resort than people who feel like they are part of the consumer chain. Not only will these appreciated clients return to the specific place, but they will also advocate the brand, restaurant, or hotel chain group. They will recommend it to family and friends and that is how word of mouth takes flight. Research shows that customers have not become more emotional over the years, but they have come to realist that they are the ones who yield the power in a business relationship.

These are the idea that should be implemented when consulting with a digital branding marketing strategy agency. These ideas are already implemented by top branding agencies. Offline or online advertising marketing should be aimed at conveying emotion and stimulating the feelings of a person, rather than solely focusing on logic. Digital branding design firms are constantly upgrading their approaches to ad agency life because of this power shift between the consumer and the business owner. A media department in an advertising agency rests with a big responsibility on their heads, because in order to touch the human emotion, you need to understand human interaction.How do you understand human interaction? By observing. Researchers say that the largest group of spenders currently are the millennial. These are the group of people who have become restless with ambition and empowered by the way that they transact. They react to advertising in a very skeptical way if it is only based on facts - remember that this is the generation that questions everything. However, they share another characteristic that is fickleness and this can be exploited through a series of clever marketing tactics.

Emotion can be portrayed in either a negative or a positive way, both of which have pros and cons. The question that needs to be asked and answered is whether or not the brand identity or advertising goal will be achieved by implementing these tactics. The second thing that needs to be looked at is the intensity of the emotion. It's all good and well letting consumers feel good for five seconds, but at the rate in which information is absorbed, consumer will easily forget about such a flimsy moment. The best way to capture attention is to create an experience that is hard to forget... some specialists call this: micro moments and this factor is a very important step to go through the heart of any brand identity development taking it into account as a UX path and one of the main ways to gain proper insights throughout any channel whether digital including augmented or virtual reality, physical, or human touch points.

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