Traditionally, unearthing Emotional End Benefits has been done through benefit chain/laddering exercises.  The unfortunate thing is that these exercises tend to be tedious and,  in the hands of a less than master practitioner can leave us somewhere in the middle of the  ladder or jumping to the ultimate end benefit of
“I feel good/better/ecstatic/like myself more/higher [...]

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In the way we at TLG  see brands and help clients to think about them, the brand is an expression of a relationship with the product and with self, via the brand.  It’s an emotional connection which is the glue of the relationship.  People stay with a brand to continue experiencing the feelings they enjoy [...]

read full story of "What do we mean by Emotional Branding?"