Hugh Macleod :

So what’s responsible for the success if the iPod if it’s neither price, nor features? In a word: Marketing. Advertising. Advertising and marketing that is creating an emotional attachement. People choose the products they buy - apart from price - for three reasons, how they see themselves, how they want to see themselves or how they want to be seen.

Successful advertising, in all its incarnations, including blogs, including WOM, is all about creating the emotional attachment. It’s about becoming a part of who the customer is, or wants to be, or wants to be seen as. It’s really that simple.