The Ten Commandments of Emotional Branding:

1. From consumers to people
   Consumers buy, people live
2. From product to experience
   Products fulfill needs, experiences fulfill desires
3. From honesty to truth
   Honesty is expected. Trust is engaging and intimate. It needs to be earned
4. From quality to preference
   Quality is the right price a given today. Preference creates the sale
5. From notoriety to aspiration
   Being known doesn’t mean that you are also loved
6. From identity to personality
   Identity is recognition. Personality is about character and charisma
7. From function to feel
   The functionality of a product is about practical or superficial qualities only. Sensorial design is about experiences
8. From ubiquity to presence
   Ubiquity is seen. Emotional presence is felt
9. From communication to dialogue
   Communication is telling. Dialog is sharing
10. From services to relationship
    Service is selling. Relationship is acknowledgement
    

Based on the book Emotional Branding, written by Marc Gobé