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A recent article in Adweek magazine by Eleftheria Papris entitled, “Brands Reach for Higher Ground,” explains how marketers are producing more ads that focus on company brand, image and emotions. She calls it a smart, counterintuitive reaction to America’s current economic downturn. While some companies choose to advertise price and product, others take the opposite path and produce unifying ads with a longer shelf life. The campaign examples she cites are, “Rethink Possible” for AT&T by BBDO, “Thanks, Mom” (you may remember seeing this ad during the Winter Olympics) for Procter & Gamble by Wieden + Kennedy and “Let’s Do Amazing” for Hewlett-Packard by 72andSunny.

Personally, brand advertising has always held a special place in my heart. I’m thrilled when I get the opportunity to explain a company’s culture or DNA to an audience – not just what they sell. Effective advertising makes people feel something. Make them laugh, make them cry, take them back to their childhood when life was easier. When you connect with an audience on an emotional level, you make a lasting impact. Because, at the end of the day, you’re not just buying a product or service, you’re buying in to a company’s values.

Research shows more and more marketers agree. A May 2010 study, by the Association of National Advertisers, shows clients want more “emotional benefits” communicated in their advertising.

To me, great marketing (especially in visual mediums such as online and TV ads) all comes down to telling a great story. But, that doesn’t mean simply a story about your product or service or how it compares to your competition; it means telling the story of your company culture and values. Capitalize on universal emotions, shared values and human connections and you’ll gain loyal customers who will become brand advocates – no matter what product or service you’re selling. And, that’s a smart marketing investment, any time and in any economy.