Sherry Honeyman

The future of competitive advantage lies in moving from manipulating consumers to inspiring them through emotional resonance. Brands in low emotional-involvement categories often believe inspiration is out of reach. But neuroscience tells us that any brand, in any category, can be inspirational if it knows how to tap into what truly inspires their target audience. Finding that inspiration is the Key Takeaways: 1. The difference between inspiration and manipulation. 2. Why inspiration builds stronger, longer-lasting connections. 3. The four-step thought process consumers follow and where inspiration matters most.