The fear factor in branding
In the war industry they build brands to scare. They attract buyers by building scary brands – F16 is not only a war aircraft its a brand that scars its enemy of to back off. The fear factor also work for brands as Harley-Davidson.
The fear factor in branding is working like a magnet (the gravity force works in both ways).
What is the fear factor for: insurance, Jeep, holidays, traveling etc?