Monthly Archives: April 2014

Branding 101: It’s All About Eliciting Emotion

“Ultimately a brand is a set of values, beliefs, and emotions that live in hearts and minds of consumers,” said Todd Arata, the senior vice president of brand marketing and communications for Comcast Cable and leader of the Xfinity brand.Arata dropped by LIFT Labs PHL to offer lessons he’s learned during his career with startup founders – a group in the unique position of building brands from scratch. Arata offered three questions to help budding founders better determine their brand positioning: What are you creating? How are you creating it? Why does your brand exist?