By Mike Schultz and Robert Croston
DoubleTree Hotels and Midwest's use of the cookie as a brand symbol elicits a strong emotional response in people. People under the stress of travel react positively to this little bit of baked goodness, triggering feelings of home comfort.
Emotions also play a role in purchasing services. But it's up to you to make your brand symbol a success. Decide on your symbol and then give it the necessary support to get prospects thinking and feeling positively about your services.
This article originally appeared on the Services Marketing Blog.
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