That something extra, I believe, is a certain humanity that comes from upbeat and positive human interest letters and success stories. Advertisers like to be associated with those qualities.
“Women must try to do things as men have tried. When they fail their failure must be but a challenge to others.”
“I remember when my father passed away, we drove the funeral procession past the bank so he could say one last goodbye. That's how much the bank meant to my father.”