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lasting loyalty than just touting attribute benefits. From an emotional-branding standpoint, brand strategists should focus on telling stories that inspire and captivate consumers. These stories must demonstrate a genuine understanding of consumers' lifestyles, dreams, and goals and compellingly represent how the brand can enrich their lives. Seth Godin, in his book All Marketers are Liars, insists that successful marketers don't talk about features or even benefits. Instead, they tell a story. A story we want to believe. "This is a book about doing what consumers demandpainting vivid pictures that they choose to believe. Every organizationfrom non-profits to car companies, from political campaigns to wine glass blowersmust understand that the rules have changed. In an economy where most people have an infinite number of choices (and no time to make them), every organization is a marketer and all marketing is about telling stories" (Godin, 3). Godin concludes that marketers succeed when they tell us a story that fits our worldview, a story we intuitively embrace and then share with our friends. Godin continues, "Consumers today not only want to be romanced by the brands they choose to bring into their lives, they absolutely want to establish a multifaceted holistic relationship with that brand, and this means they expect the brand to play a positive role in their lives."

The strategic objective of emotional branding is to forge strong and meaningful affective bonds with consumers and, in doing so, become a part of their life stories, memories, and an important link in their social networks. Through emotional-branding, consumers can experience brands as relationship partners that help them accomplish personal goals and resolve dilemmas in their everyday lives. Emotional Branding strategies use narratives and tactics that demonstrate an empathetic understanding of customers' inspirations, aspirations, and life circumstances and that generate warm feelings of community among brand users.

Emotionally driven advertising on a massive scale has its roots in the public relations campaigns initiated by big business during the turn of the century. In 1904 Ivy L. Lee became the first advertised "public relations counselor" and in 1913 worked with the Rockefeller owned Colorado Fuel and Iron company to minimize the fallout from the Ludlow Massacre, an incident in which a militia, hired by Rockefeller, was ordered to break up a coal union strike in Colorado. The militia

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