Toothpaste has shown us that you can brand a product by stating a benefit or by appealing to authority (coupled with endless repetition). But what about emotion? Isn’t that useful in branding? Of course, it is. And that’s why we see so many animals in branding campaigns — animals appeal to us in emotional ways. Let’s look at another toothpaste brand – Ipana – to learn the secrets of using animals in building your brand.