Research: Emotional Brands Bring the Bucks
On the morning of the 60th D-Day anniversary, two representatives of the Royal British Legion planted 1,520 “thank-you” flags on Sword Beach in Normandy, France. Each flag represented a British serviceman who died during the Allied invasion of Normandy. Nearby, another 90,000 flags bore heartfelt messages from British residents who had made a donation to the Royal British Legion—a charity that supports ex-service people— to commemorate the event. As the day wore on, the tide washed the flags out to sea.
“It was a very emotional appeal, and something only the Royal British Legion could do,”…
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