Researchers discovered it helps brands when people associate them with positive emotions, such as self-confidence, instead of negative emotions, such as worry. According to research from the consultancy Millward Brown, the better loved a brand is, the more likely people are to buy its products. And, sometimes, love is all they've got. Many shoppers can no longer tell products apart by their features or performance, our anonymous consultant says. After all, most lotions, potions, and pads work pretty well. Thus the shift from "If you don't buy our pads, you'll get a leak and embarrass yourself in front of your crush!" to "We are a pad brand and also, we love confident girls." No matter if the connection is a bit tenuous.