Creating “brand magic” has been highlighted as essential for companies wishing to increase customer loyalty by an industry expert, who has likened the process of building reputations to neuroscience.

Managing partner of Toniq Cheryl Swanson suggested “electrical flashes” prompted by stimuli make it clear that shopping decisions are based on “a primal mechanism of the mind attachment”.

She went on to say that this emotional connection “is the foundation for brand success”, which is of particular importance in this “‘new normal’ era of consumer frugality”.

Ms Swanson recommended that those in the online marketing services industry consider using right-brained techniques and look at the visual and sensorial attributes of their brand while employing image sorts, writing and drawing.

She added that a business’s presence in the world begins, not with words, but with “visual symbolism”.

Earlier this month, Mike Sweeney – writing for Web 2.0 Journal – observed that the right mindset is necessary for those in the advertising industry and that without it, failure is inevitable.

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