Well, you don't need anything special. You just need some sort of creativity. Blurs, contrasts, color correction, masking (feathering with it perhaps), and other tiny miscellaneous effects are all you need. What I do (for my branding style) is I use Sony Vegas Pro 11 and that is it. I just take a pleasant screenshot, mask an entity or object relative to the video, mask a solid color the same exact way as the entity/object, feather it a little bit, at a slight gaussian blur to make it look like it is glowing, and blur the background a certain way to make it look like the masked entity is in focus and the background is not. If you have some tools, just combine them with your creativity.