Look, it’s no secret. Emotions are behind almost every decision we make in life. And that’s precisely why tapping into emotions with your marketing and advertising is so important for the success of your brand.

Think about some of your favorite ads or marketing campaigns you’ve seen over the past few years. They probably made you laugh, cry, feel happy, feel … something. Right?

The power that comes with an emotional campaign is undeniable. But what’s harder to understand are the reasons behind how emotions are triggered and why certain campaigns and messages “work” better than others. And that’s what this issue of Thinking is all about.

Hope that makes you feel happy.