Today's market is crowded, and brands are finding it harder than ever to hold on to their audience. Around 70% of online shoppers don't finish checking out, with research pointing to content overload and too much choice as the main reasons.

After comparing more than seven to nine options, customer satisfaction drops and so does the likelihood of a purchase. At the same time, 91% of users say they see too many ads on social media, 37% block specific adverts, 35% unfollow brands, and nearly one-third of global internet users downloaded ad-blockers.

So, simply "selling" is no longer enough — it's time to spark emotions and build lasting relationships. This is when brandship comes in. In this article, I share six tips for creating an emotional connection between a brand and its customers.

To beat the marketing fatigue that affects 67% of consumers, brands should go deeper than demographic segmentation. By understanding what truly motivates and triggers your audience, you can create communications and offers that resonate on a much deeper level.

Alo Yoga is an activewear brand, but they've chosen to sell a lifestyle rooted in wellness, self-expression and mindfulness. The brand chose health-conscious women aged 25-40, who value sustainability and quality, as its main target audience, and aligned its strategy in accordance with their aspirations.

It collaborates with yoga instructors, uses empowering taglines, prioritises user-generated content and positions its products as part of a confident, healthy lifestyle. This

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