eCommerce is driven by metrics, data, and analytics, which can often make it easy to forget what really drives your brands growth: people. How we shop may have changed, but why we buy hasn’t. Fundamentally, people are just looking to meet their needs and improve their lives. Branding is the art of communicating to consumers that they’re capable of fulfilling those needs. For decades, the marketing world did this by weaponizing insecurities. Recently, alongside a shift in psychology, a world marketing has always mirrored, this tone has changed. Today, applying positive psychology is one of the best ways create stronger bonds with your audience and increase loyalty. However, there’s danger in going all-in on a sunny disposition, which needs to be carefully balanced by creating a more human brand. In this episode, Neil shows you how.