The Brand Values Pyramid
"As we all learned in Marketing 101 class in college, product marketing begins with understanding what the customer needs and then creating a product, pricing it correctly, and putting it in all the locations where a customer wants to buy it to fill that need. In school, marketing professors taught us that customers make rational purchase decisions. However, as a student of branding and marketing over the past 25 or so years, I’ve learned that reason informs, but emotion persuades. Branding is really the practice of meeting customers’ needs—functional and emotional—in their entirety."
If you'd like to read chapter 2, follow this link!