Consumers love your brand because of the way that it makes them feel. This is an emotional reaction to their brand and product experience, not a rational response to the way it tastes or performs.
Of course, your product must perform well or taste great, but that just gives you permission to play. If you want to win in any category or market, you need to understand and deliver the best emotional journey from brand encounter, throughout and then beyond product use. You must make the consumer feel good when they use your product.
