All marketers strive to achieve a healthy share-of-market for their products. But really smart marketers know how to achieve "share-of-heart" for lasting customer loyalty. In this intriguing book, readers learn how to build "emotion" into every phase of the marketing plan -- from product development to positioning to packaging to advertising. A product with emotion says to the customer: "I know who you are. I know what you want". These heart-tug products appeal to consumers' self-image, ego, and their desire to feel special. (And where the heart leads, the mind follows.)Chock full of real-world stories, the book shows how to: - use proven "hot buttons" that work for most products- develop a product so you know (in advance) that it has a market- revive a stagnating brand by "rekindling fires".