Keith Robinson talks about the challenges of marrying both the business needs of a website (e.g. branding) with the more tangible user needs (e.g. getting a task done):
One thing that came up last week was the challenge of being able to meet all of the users needs. We work with companies who are trying, much of the time, to satisfy business goals that relate to marketing and branding. Sometimes it’s not clear exactly how tangible user needs relate to those goals as they are often more tied to what I’m calling emotional needs.
Read the full post: Meeting a User’s Emotional Needs