02 Dec WHY LEADING BRANDS AIM FOR THE HEART NOT THE MIND
Posted at 12:08h in Branding
Centuries ago it was Plato who first observed that human behavior flows from three main sources: desire, emotion, and knowledge. His words remind marketers today that all is won or lost in the heart.
Leading brands have long studied the minds of their target customers, leveraging advances in psychology and behavioral science to gain competitive advantage and accelerate growth through strong emotional connections. For these brands no leadership ‘buy in’ is necessary. They are well past the ‘why’ and are perpetually interested in the ‘how’. This takes me to seven insights for emotional branding that will bring you closer to the tools, techniques and technologies that are changing how consumers see our brands and how we see consumers.
1. How Emotions Shape Brand Perceptions
While a company may believe it has a technically or functionally superior offer, consumers’ evaluations are mostly emotionally based. Objectivity doesn’t exist, because everything gets filtered and colored by emotional responses. The bottom line is that there’s almost always more commercial gain to be made by going with, rather than against, what people have already emotionally internalized and accepted.
2. Igniting Brand Growth through Emotional Connections
Psychology and behavioral science shows us that every human impulse to act is driven by emotions. The rational brain has an opportunity to veto that impulse, but if the emotions are strong enough, the rational brain can be overridden. Imagine the impact this has on brand choice, purchase decisions, and loyalty. Do you know what emotions you want your consumers to feel? Do you know whether this will ensure victory against your competition in your category?
3. How Brands Make Emotional Connections
There are many innovative ways to achieve emotional connection— from advertising and the quality of frontline consumer contact, to consumer membership organizations and company-sponsored consumer events. Emotional connection can take your customers beyond brand loyalty to the ultimate measure of a compelling brand: brand advocacy.
4. The Emotional Drivers of B2B and B2C Brands
The temptation is to believe that B2B brands lack emotion because they are subject to highly logical decisions. That’s not the case – B2B is purchased emotionally as well as logically – but the emotions for buying B2B are very different from those of consumer brands.
5. Brand Messaging For a Strong Emotional Response
Breakthroughs in neuroscience confirm what we marketers know in our guts, but sometimes forget in the day-to-day rush of preparing the next ad campaign launch. Namely, everybody feels (emotions) before they think (rational decision), and without generating the appropriate emotional response, no ad campaign can succeed. Here are some guidelines to help avoid that fate.
6. Rethinking Emotions in Marketing
What the heart thinks, the mind speaks. People who experience an emotion tend to start a communication process to share this emotion with others. Research found that only 10 per cent of the emotional experiences are kept secret and never socially shared with anyone. The more disruptive the event, the sooner and more frequently it will be shared.
7. How Emotions Drive Effective Advertising
Advertising needs to be emotionally absorbing. Otherwise, it’s irrelevant, stale and ineffective. The mind is geared to filter out stimuli, requiring emotion to achieve breakthrough.