December Newsletter


Welcome to our December issue, where we celebrate the holidays as well as the emotions that build strong brands.

Emotions and the Holidays

We spend a lot of time helping our clients think about their brand, not solely in terms of its look and feel or the messaging that accompanies it. Rather, we help them look at their brands as conduits to long-lasting, emotion-based connections with their customers and employees.

Since it’s the Holiday Season now – and emotions are as prevalent as shopping bags and promises to hit the gym more in a month – it seems the right time to share some of our thoughts about healthy brands and their relationships with customers. In other words, how do strong brands create emotional connections with their customers? Through focusing their efforts on: 

  • Seeing. Look at your customers not as sources of income, but as people whom you can help. This dynamic is especially important if your connections are virtual and your offerings commodities. 
  • Sharing. Interpersonal relationships are two-way streets, and customer relationships are no different. To the degree allowable by the guardians of your secret sauce, strive for as much transparency with customers as possible. Authenticity is a scarcity and having it can only serve as a potent differentiation. 
  • Enjoying. Another two-way street is enjoyment. Create an environment in which your employees enjoy working with customers. Not only will your employee engagement metrics increase, your client retention stats will rise as well.
  • Thanking. Finally, gratitude goes a very long way in absolutely every situation. Find ways to say thank you, as often as possible, and mean it. 
  • Humanizing. Tap into the humanity that connects us all, by celebrating the challenges and triumphs of life. Profile customers, employees, or anyone who would inspire your audience. A great example is this holiday video from Microsoft and its Xbox Adaptive Controller.

The New Year will be here before you know it. What are some of the ways you will strengthen your brand’s emotional connection with customers and employees? We would love to know! Comment here! 


To you, it’s crystal clear that your brand is going through an identity crisis. The disjointed messages, the knee-jerk reactions to competitor moves, and the revolving door of new hires: they’re all clear signs that your brand strategy is broken. You see it, but no one else does. It’s mind-numbing and disheartening.

Don’t worry. You’re not crazy. But it’s your job to sound the alarm, rally the troops, and help your colleagues see what they cannot. Easier said than done, clearly, but you have to open their eyes. If you don’t, no one else will. 

In this white paper, we will show you exactly how.

Numbers to Consider


Percent of consumers do their holiday shopping in the month of December


Percent of consumers plan on purchasing their holiday gifts through Amazon


Percent of consumers did their holiday shopping online in the year 2016

In Case You Missed Them!

Quote of the Month

“As we struggle with shopping lists and invitations, compounded by December’s bad weather, it is good to be reminded that there are people in our lives who are worth this aggravation, and people to whom we are worth the same.”
Donald E. Westlake

Spencer Brenneman, LLC
© 2020

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