But, she added, magazine executives have to show that the connection consumers have to the publication translates into a connection to brands advertised there.
Think New Coke and the way they successfully reintroduced Coca-Cola Classic in 1985 when they 'discovered' the strong emotional connection consumers had with their original formula.
The idea for the new product grew from Cesar's brand DNA as "gourmet food for the small dog you adore," Ms. Herrington says, and the new line "leverages the strength of the connection consumers have with their small dogs".
In particular, the connection consumers see between their physical and mental health is deepening.
Especially if you are not a well-known luxury brand, the main connection consumers have is with your frontline staff.
Once the experiential elements of brand engagement disappear, in many cases, so does the emotional connection consumers have with the brand that was providing them that unique experience.
"For example, without any cable connection, consumers can directly send photos from their digital cameras to their PC or view them instantly on their TV.
When you achieve this level of connection, consumers will feel passionately about you, your mission, and your people - and they'll purchase your product to feel a part of your community.
And given 5 billion people have mobile phones and Internet connections, consumer demand will surge through digital channels like Amazon, Google, Facebook and Twitter.
Studio and network executives say they work with influencers to build brand awareness and buzz in a more intimate way through the friend-like connections consumers feel toward the online personalities they follow.
