Emotions as an experience of the senses are not the same emotions as a manifestation of feelings. Lifestyle and Experiential Marketing understand emotions as intangible added value and create a world of sensuality without meaning. In these imaginary worlds consumers have begun to look for reliable clues on the lookout, they have developed a deep longing for the authentic. Another dealing with emotions is presented, which is influenced by the desire of people for meaning and identity, and a new understanding of marketing and communications. Based on the socio-cultural model of consumption and strategy of real quality, it shows how to operate successfully in our troubled presence on the market.