But this cautious approach has led to a glut of soulless communication and, crucially, missed opportunities. Whether brands acknowledge it or not, emotion is a form of currency in corporate communication. Without it, they risk failing to capture and hold the fleeting attention of modern consumers.

Emotion, of course, is a double-edged sword. It must be genuine to be effective. Done poorly, emotional messaging can backfire: consumers quickly pick up on anything that feels manipulative, opportunistic or insincere. Any emotion a brand seeks to express must resonate with what people already feel about it. Misalignment can damage the brand and fracture trust.

Yet, avoiding emotion altogether is not an option. If a brand fails to express its emotional identity, consumers may project their own feelings onto it — often in unpredictable ways. We saw this after the murder of George Floyd, when the Black Lives Matter movement prompted demands for brands to take a public stance. Rational or not, even detergent brands and pop stars were expected to speak up. The reason? Emotion drives consumer behaviour.

Examples abound. People buy items endorsed by their favourite athletes or actors because their affection for the celebrity spills over onto the brand or product. But there's risk either way. Supporting a disgraced figure may cause backlash, while abandoning a public favourite too soon can also hurt.

Weak brands merely respond to consumer moods. Great brands, however, treat emotion as a strategic asset. They don't just manage emotion — they engineer it. Nike created an identity. Disney instils wonder. Dove redefined beauty. These brands understand that emotions tether consumers to them, creating loyalty that transcends logic.

That loyalty is profitable. Dove's 'Real Beauty' campaign, for instance, helped increase its brand value from $2.5-billion to $6.5-billion. Many women (including this author) have bought Dove products for the post-gym feel-good factor. Emotion, when harnessed well, is both powerful and lucrative.

In marketing, the path from awareness to loyalty is well-known. But the final stage — brand insistence — is the gold mine. This is when customers choose your brand without hesitation, even trying your new products just because of the name. But there is no brand loyalty without trust, and no trust without emotion. A brand's ability to earn loyalty depends on its willingness to engage emotionally.

In this endeavour, authenticity is key. Consider Apple. In 1997, Steve Jobs articulated a simple vision: that passionate people can change the world. From that belief came the 'Think Different' campaign, which resonated so deeply because it reflected Jobs himself. He wasn't just selling computers — he was selling a mindset. Apple customers today are fiercely loyal, often irrationally so. To outsiders (some of whom may include this writer), Apple devotion can seem baffling given the product quality. But it's not about the products. It's about identity. Apple is for the ones who think differently. It signals belonging, to "people like us."

In South Africa, Nando's is perhaps the best local example of emotional branding done well. In a diverse country, Nando's has managed to reflect our shared humour and multilingual character. The brand mirrors the South African spirit: resilient, cheeky and unafraid. Wherever you find it in the world, Nando's feels like home.

More South African brands must ask themselves: "What does my brand make people feel, and is that by design, or by default?" In an increasingly competitive marketplace, the future belongs to brands that are emotionally intelligent. Those that understand and shape how they are felt, not just perceived.

Emotion, often dismissed as fluff, is anything but. It's a strategic asset that guides consumer choices and fosters lasting bonds. Done well, it doesn't just enhance reputations, it drives revenue. Ignoring the emotional side of brand-building is more than a missed opportunity; it may, in time, be considered a dereliction of corporate duty.

For more information, visit www.omniacounsel.com. You can also follow Omnia Strategic Counsel on LinkedIn.

*Image courtesy of LinkedIn