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The F-Factor
Behind every great brand idea is onea feeling: The F Factor. The intensity of feeling associated with a brand plays a crucial role in shaping consumer perceptions and behaviors. We believe that the new law of business is a Unique Feeling Proposition, not just a Unique Selling Proposition.
NO longer is it a UNIQUE SELLING PROPOSITION, but a UNIQUE FEELING PROPOSITION TO CHANGE BEHAVIOR.
The Dollar Value of Feelings
​We have found that (the?) single feelings integer in four domains of human life has more predictive power than a combined set of objective economic and social variables. That there is a direct line from feelings-driven consumer decisions to business performance and higher financial valuation. We can map, create, and then show the impact from consumer decisions to (on?) investments in marketing, innovation and sales to their effect on brand equity and customer health - all driven by the right feeling.
Vision
The feeling(s?) intensity associated with a brand plays a crucial role in shaping consumer perceptions and behaviors. 
How strongly consumers feel about each brand and its associated feelings in the current landscape which is an indication of current success and needed work.
F-Factor: Happy
Just a bit of that happy pill. (Their "Open happiness” campaign) was a great way to express this idea.
F-Factor: Mind Blown
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Maxell - What does a great stereo sound feel like?  Literally it feels like being blown away. 
F-Factor: Smooth
How to do you explain the taste of a good cognac?  Well, everyone knows what a kiss feels like. Or can imagine the feeling of being wrapped is.