Consumers’ brainwaves are bombarded by brands. While it’s hard to pinpoint how many ads we’re exposed to, estimates put the volume we see daily in the thousands; some experts claim as many as 10,000 or more.

It’s therefore no surprise that our brains are evolving to sift these marketing missives in milliseconds. It’s the only way to stay sane. In the giant sorting centre of our minds, we note the ones that appeal and stream out thousands of others.

Which means instant recognition – and instant affection – is now critical. And the only way for brands to achieve that is by forming closer customer relationships that leave an indelible imprint which lights up when we see and hear their messages.

In her latest piece for Advertising Week, our Executive Director Kate Howe explores exactly what it takes to build closer customer relationships, assessing how brands can earn and scale up emotional capital.

Read the whole piece on Advertising Week’s website here.