Emotional Branding

Emotional Branding
Gabriela Villegas Triay Grupo E Profesora: Michelle Caraveo Primavera ‘11 Pensamiento Estratégico Investigación 29 de marzo de 2011

Emotional Branding
In consumer markets, we have converted “needs” into “wants.” The need for clothing has been converted into a desire for Armani, Max Mara, and Ralph Lauren. The need for food has been converted into a desire for vegetariancuisine, steaks, and restaurant chains. And, the need for shelter has been converted into a desire for mansions, town homes, and condominiums. In each of these cases, clever marketers position their brand to make an emotional appeal to consumers to direct “needs” into a specific “wants” for their product or service. In converting “needs” into wants, consumer marketers use emotional branding.Emotional branding is personal, it appeals to the aspirations of individuals and also develops trust. The brand definition extends beyond usage or consumption into the experience people have with the company and its products, including the dialogue that customers have with marketing. Missing from this list of issues for “emotional branding” is a discussion of quantifiable value that is delivered througha product or service. Emotional branding presents a challenge in business markets. Few business products and services are associated with the word “cool”. Rarely will a business deliverable create an “experience” analogous to that created by Starbucks, Krispy Kreme, or American Girl Store through their smells, theatre, and interaction. Furthermore, appealing to aspiration identities such as“Hip-Hop”, “Soccer Mom”, or “Athlete” is sure to alienate potential business customers who would otherwise value the offering. As an alternative, business marketers find that basing their brand upon delivering business and financial value to customers is more effective than pure emotional branding. In business markets, emotional appeals alone are insufficient for converting a purchasing motivator into asale. Although emotional factors do influence business purchasing behavior, the expression

of these purchasing motivators are shaped by the business’s ability to deliver strategic and financial value. As such, clever business marketers position their brand on delivering value. Branding on value delivery versus branding on emotional appeals requires a very different approach.

10 Commandmentsby Marc Cobe
1. From consumers to people? Consumers buy, people live. 2. From product to experience? Products fulfill needs, experiences fulfill desires. 3. From honesty to truth? Honesty is expected. Trust is engaging and intimate. It needs to be earned. 4. From quality to preference? Quality is the right price a given today. Preference creates the sale. 5. From notoriety to aspiration? Beingknown doesn’t mean that you are also loved. 6. From identity to personality? Identity is recognition. Personality is character and charisma. 7. From function to feel? The functionality of a product is about practical or superficial qualities only. Sensorial design is about experiences. 8. From ubiquity to presence? Ubiquity is seen. Emotional presence is felt. 9. From communication to dialogue?Communication is telling. Dialog is sharing. 10. From services to relationship? Service is selling. Relationship is acknowledgement.

Lovemarks

drawn to what they don’t know. After all, if we knew everything, there would be nothing left to learn or to wonder at. Sensuality keeps the five senses on constant alert for new textures, intriguing scents and tastes, wonderful music. Sight, hearing, byKevin Roberts smell, touch, taste. Our senses work together to alert us, lift us, transport us. When they are stimuThe Future Beyond Brands lated at the same time, the results are unforgetta Brands have run out of juice. More and more people ble. It is through the five senses we experience the in the world have grown to expect great performan world and create our memories. ce from products,...