Brand Emotion

High-end brands should convey a touch of 【melancholy. 】

Mid-range brands should be 【gentle. 】

Low-end brands should be【 joyful. 】

Start-up brands should start with 【anger. 】

A brand must have an emotional tone.

“High-end brands should carry a hint of sadness, standing on a moral high ground with compassion for humanity.

Mid-range brands should be gentle, their demeanor exuding tolerance, helping the middle class reconcile with life.

Low-end brands should be joyful, creating an atmosphere of cheerful consumption.

As for startups, don’t follow this script—start with anger, as anger is a potent tool for attracting attention.”

Comments：

“A brand cannot be a statue, nor a complex mathematical equation; it must embody emotion. In many ways, brands are like us—flesh and blood. High-end brands seem to dominate our world, transcending the products themselves. If you discuss practical needs with Patek Philippe or Hermès, they might say you’re being mundane.” For example: In 1984, an angry commercial catapulted Apple Computers to global fame.

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