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I believe in emotional branding.

Great companies that build an enduring brand have an emotional relationship with customers that has no barrier. And that emotional relationship is on the most important characteristic, which is trust.

If you can work a brand successfully into the narrative of your product, then it's really cool. Then people actually take the brand up and say, 'My positive experience in your product is directly connected and influenced by this brand and that worked great.'

We'll continue to see more and more brands integrate social causes, charitable components and environmental issues as underlying themes to their campaigns and messaging. Humans connect with humans after all, and brands are using this as a point of connection to engage with their audience, especially charity-minded Generation Y.

My brands are an extension of me. They're close to me. It's not like running GM, where there's no emotional attachment.

Marketers know - no matter how deep the emotional connection or brand loyalty - when a product does not perform, rational thought overtakes emotion, and most consumers make a new choice.

Success is a funny thing. It means different things to different people. For me, I am always pleased when people connect to our brand. It means we are executing in a manner that speaks to a wide variety of businesses.

I think any message behind a lifestyle brand should embrace everyone.

The keys to brand success are self-definition, transparency, authenticity and accountability.

For a truly effective social campaign, a brand needs to embrace the first principles of marketing, which involves brand definition and consistent storytelling.