Why Spock Needs Kirk

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Many in the mainstream media have heralded the end, or at least the indefinite suspension of, emotional branding. The right brain is out. The left brain is in. Kirk has lost. Spock has won.

True, consumers are clamping down on discretionary spending. And in turn, marketers are abandoning messages that have any hint of conspicuous consumption, evolving from aspirational imagery to product assets.  But does this really mean that emotional marketing is dead? Some bloggers and industry opinion leaders seem to think so.

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