Actors Li Xiaolu (left) and Jia Nailiang endorse the I Do brand. Photo: Courtesy of I Do

"Good things are shared with good friends" is the Chinese slogan of Maxwell House Coffee. It is effective because it transfers warm emotions associated with friendship to coffee.

When people think of friends, they will think of Maxwell House. The famous dumpling brand Sinian Tang-yuan ingeniously uses family affection to bolster its reputation. When you see the slogan "Sinian Tang-yuan, the taste of home," you think of a family reuniting.

Another example of this approach is the slogan, "Love her, take her to Haagen-Dazs." This classic sentence endows Haagen-Dazs with the warmth of our deepest emotions. Ever since this ad campaign, Haagen-Dazs has been perceived as Cupid, armed with a bow and arrow, representing pure love.

What consumers regard as important are not quality and quantity, but a kind of emotional satisfaction and a psychological identity.

Among all our needs, a craving for connection, including friendship, family affection and love, are people's Achilles' heel, which product makers never fail to exploit.

"Emotional marketing" regards exploiting emotional needs as its core brand marketing strategy. By appealing to people's emotions in packaging, promotion, advertising, and design, enterprises achieve their marketing goals.

Based on the psychological needs of consumers, emotional marketing arouses and stimulates our emotions, thus inducing consumers to feel spiritual resonance with a product. Brands can only have lasting appeal if they sublimate the spirit of love.

When emotional marketing is combined with creativity and innovation, the result will naturally be public praise.

Satisfied buyers are willing to communicate and share, then the power of word-of-mouth marketing takes effect. Emotional marketing has accomplished its mission.

The world's warmest words are not "I love you" but "I do." In this sense, the I Do jewelry brand has become a benchmark for marketing that draws on the myths of love.

The I Do jewelry brand brings high-class custom-made wedding rings to China, becoming tokens of the love of young people.

According to I Do, it is not difficult to achieve popularity. What is more important is to cultivate brand loyalty.

Emotional marketing is now one of the best ways to achieve brand loyalty. When customers see a brand not as a product, but as a symbol of emotional ties, the marketing department has succeeded.

Eternal commitment, engagement and true love are at the source of I Do, a brand born for love, witnessing marriage's eternal commitment.

With international first-class design and representing a deep feeling of love, I Do creates the world's most beautiful memories.