The HNWIs take buying decisions not only because they have money, but also to pursue a passion or because of the brand image and associated aspiration. In a digitalized world can brand express the same emotion? Can a physical brand reach out and convert only on the virtual world? How to deal with HNWIs? Can passion and emotion mix in a digital virtual world that commoditize everything? Are digital disruption and emotional en- gagement opposite forces or can they be combined?