All great marketing campaigns are about visibility. People who do not know about a company or its products are not going to be able to do business with that company. By appealing to the senses of those a company wishes to attract, they are creating a lure that will not only attract new people to the brand, but also develop a memory in their mind. Creating associations is a powerful art and those companies who understand that their products or services need to be associated with strong feelings are always the companies that succeed to the highest possible levels with any campaign they choose to launch. Keeping customers connected to the emotional core of the brand is the most basic function of all advertising so finding the right emotional triggers bonds customers to products for life – for proof examine the mottos of major companies in any industry.