It seeks to persuade by utilizing emotion, just as branding does, but it also uses purpose and logic. This labored pretty great till someday in the 1970's when someone let the cat out of the bag and started to train customers about the sales techniques being taught at the time. https://dealeaphotography.com/2024/06/failure-of-microsofts-rebranding-marketing-campaign-and-what-we-can-learn-from-that/