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© 2020 MJH Life Sciences and Pharmaceutical Executive. All rights reserved.
© 2020 MJH Life Sciences™ and Pharmaceutical Executive. All rights reserved.
Daryl Travis is CEO of Brandtrust and author of How Does It Make You Feel?: Why Emotion Wins the Battle of Brands. He can be reached at firstname.lastname@example.org.
Brand success can hinge on discovering the deeper motivations of customers and addressing the cognitive biases that result.