Imho a good ad, and more broadly a good brand, both has a cultural imprint piece and a "emotional inception" piece. Think of Chick Fil A. They've taken a stron

Imho a good ad, and more broadly a good brand, both has a cultural imprint piece and a "emotional inception" piece. Think of Chick Fil A. They've taken a strong stand on same sex marriage. They've made a cultural imprint on you in that you either support or don't support that lifestyle. So far so good right? However, you also feel something about that. You're either happy or upset about their brand. So not only are you associating that brand with your lifestyle, you're also having a feeling about that brand.