Aside from the most common brand marketing strategies, there are a few alternative tactics companies use to create an emotional connection. Attitude branding involves marketing a larger feeling that's associated in the minds of your customers about your business. This is one of the 4 P's of Marketing: "Positioning". This feeling isn't necessarily associated with your products or services. In fact, it may be totally irrelevant. It's all about a particular feeling, lifestyle or personal identity. Let's consider Nike. The Nike brand is about much more than just shoes. To the company's customers, the swoosh logo signifies the healthy, athletic and independent lifestyle inherent in the brand motto, 'Just do it.' The Nike brand epitomizes this attitude. Other major iconic brands such as Coca Cola and Apple do this too. With attitude branding, your brand contributes to the consumer's sense of identity and self-expression. What feeling would you like your customers to experience by thinking about and using your product? No-Brand Marketing Another alternative strategy many companies use recently is the branding of no-brand. What this means is that the brand is made conspicuous through the absence of a brand name. While it may sound counterintuitive to do this, the results can be very lucrative. An example where this worked particularly well was the company Yellow Cap of Venezuela, which made itself a popular brand through nothing but, as the name suggests, yellow caps. Japanese brand Muji does the same thing. 'Muji' literally means, 'no brand.' By eschewing branding and flashy design, the company not only saves itself money on advertising, but also appeals to the segment of the population that goes for high quality and low price, and doesn't care about brand name.