07/23/2013 01:19 pm ET Updated Sep 22, 2013

Cannes Lions Shingerview With Brian Sheehan, author of Loveworks

Even at a festival dedicated to creativity, there was an emphasis on technology and data. So when someone wants to get back to the emotional connection between brands and consumers, it can feel like a refreshing bolt of "why, yes. Do tell."

Brian Sheehan, former CEO of Saatchi & Saatchi, professor at Syracuse University, and most recently author of Loveworks, the seminal follow-up to Lovemarks -- a.k.a. a busy guy -- argues it improves our own lives to use brands we trust. Trust is ultimately built on relationships, and that is why, in fact, love works.