CULTURAL RELEVANCE     >   “I need a jean”                     >   I need it

to     MEANING                               >  “CK is a cool, hip brand”     >   I want it

to     EMOTIONAL                       >   “I will feel sexy”                   >   I will take it
         CONNECTION
………………………………………………………………………………………………………………………………………..

=       LOYALTY                   >  “CK can also guess my other needs” >   I will take more

Based on the book Emotional Branding, written by Marc Gobé