Marketing to the Head, Heart and Gut
To watch a video of Howard describing his work on 'Branding from the Heart, Head and Gut':
Howard has represented and contributed to the branding of such industry leaders as Apple, Disney, Xerox, Honda and others. In addition to being president of HOW Creative, he is also founder of the Authentic Brand Academy. He has been featured in media such as the Wall Street Journal, Los Angeles Times, New York Times, Macworld, BRANDWEEK, HOW Magazine, ABC, FOX, and CBS.
I spoke with Howard about using branding to appeal to the heart, head and gut brains. Howard says that the first step is to appeal on an emotional level (the heart), in order to establish trust with the customer. Trust is re-inforced when you deliver on your promise through the product, service or information you provide (the head). Using engagement points to build brand loyalty with these approaches influences the customer on a “gut” level so that your company is experienced to be in alignment with their values and lifestyle.
Listen to or download the interview with Howard Lim
To find out more about Howards' work, visit:
And you can check out Howard's book here: