Communicating with consumers: Emotional responses
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Rescooped by Chontelle Ah-Ping from Story and Narrative!

Using Storytelling to Strengthen Your Brand

Using Storytelling to Strengthen Your Brand | Communicating with consumers: Emotional responses |

Storytelling is one of the most powerful ways to breathe life into your brand. By giving your products and services an identity by capturing and sharing the stories they really are, you can take your target audience on a journey they yearn to experience. In order for consumers to form a personal connection with your brand, company stories must be authentic, creative and inspirational.


Emotional branding is a progressive marketing strategy that has the potential to drive revenue and increase customer retention.How a person feels about your brand typically determines whether they buy your product. When you tell a story that embodies human challenges, you create an experience that resonates with your customers.

Via Gregg Morris
Chontelle Ah-Ping's insight:

This article makes you realise how storytelling as a form of communication can create or make you remember emotions and imbed them in your memory. An example used was how many people will remember a teacher who used examples of their own lives through storytelling to teach content better than the teacher who just “taught.” This can also be applied to a consumer and marketing context. A brand can communicate in their advertising campaigns through television, online media or packaging for example through the use of a story and telling these similar stories with the same messages, to evoke emotional responses from the consumer. This can capture consumers, commit them to watching the entire ad, make them identify with the story and experience the emotions in you communications with them. In essence, storytelling can be a way to form a personal connection with the consumer and the brand. The ability for consumers to identify with the story, it’s relevance, its memorability and the reciprocated emotions are all important in the consumer’s ability to then recall the brand and take action in the decision making process.

Alexandra Renall's comment, August 21, 2013 10:21 PM
I thoroughly agree with both Jordan's insight and points made within the article. The idea I remember in most detail is that emotions must resonate with your target audience "In order to be a good storyteller, you must listen to your audiences so you can genuinely understand their desires and concerns." There is a very wide range of people in society. If a marketing campaign is to be successful, one must specifically pin down WHO they want to connect with on an emotional level.
Maka Tuwe's comment, August 22, 2013 5:57 AM
This article discusses a branch of emotional marketing which is storytelling when marketing a brand or a service. As the article states how a person feels about your brand typically determines whether they buy your product. The reason why storytelling is so powerful is because it is captivating. In order for these stories to be captivating they need to be personal stories to represent where the person or the brand have come from and where they are hoping to go.
Labroye Tauevihi's comment, August 22, 2013 8:46 PM
"Storytelling is the oldest form of passing knowledge", I agree with this statement and how it can be applied to emotionally engaging consumers. Stories are made to enhance emotions and build a stronger connection with potential or existing customers. These emotions can influence the consumers on whether they purchase the product or not. The more the story can connect with the consumers on a personal level, the more likely they are to participate in the purchasing of your product. Emotions are a strong factor in people and when dealt with correctly can be an advantage to the brand.
Rescooped by Chontelle Ah-Ping from YOUnique Touch!

Branding Strategy Insider | Rethinking Emotions In Marketing

Branding Strategy Insider | Rethinking Emotions In Marketing | Communicating with consumers: Emotional responses |

Via Natalia Goloskokova
Chontelle Ah-Ping's insight:

This article identifies that our emotions are key in the consumer decision making process and that our emotional thinking works at a rate much faster than our rational thinking. For example I might think rationally, a Gucci bag is far too expensive for me to afford, but emotionally I feel an attachment and a sense of happiness when I hold it. Therefore I make the purchase. Therefore, emotions attract our attention as we as human beings are wired to pay attention to emotions!


This means that when we encounter brands, we experience emotions! Emotions and emotional responses can create empathy and involvement by the consumer and create a memory in the consumer’s brain stronger than without an emotional connection, and can therefore be recalled more readily. By creating emotional responses through brand communication, it also means that consumers may share this emotion with others, creating a buzz about the brand and more brand awareness. Therefore by using communication tools in a way to make consumers experience emotions you want them to associate with your brand, can have a positive effect! Although, negative emotional responses can have a disastrous effect.

Harshika Mistry's comment, August 20, 2013 6:26 PM
A very well written insight Vrinda. I strongly agree with you that emotional thinking works faster than rational thinking. It is true that when consumers are confronted with a brand that they are strongly engaged with, there is a high chance for them to experience emotions towards the brand. It is very important for brands to build customer loyalty as these consumers tend to have emotion and feel attached to that particular product and would therefore repurchase it. The article explains and illustrates specific examples of the different techniques marketers use to enhance emotional responses. Brands are more likely to become successful in IMC if they enhance emotions in their marketing communications.
Manasi Ambavane's comment, August 21, 2013 3:15 AM
Yes i agree with article and Vrinda Emotional advertising always works than rational advertising. All the beauty products are emotional advertising like they say if dont use these beauty products your skin will have bad effects. Even Social campaigns like dont drink and drive or anti- smoking. Even example u have given is perfect like when you are attached to some brand then you end up buying the product even if you are with less of cash.
Jordan's comment, August 22, 2013 11:06 PM
This article focuses on the importance of how our emotions ultimately influence what we buy. It covers the science behind why we make decisions, in regards to our emotional response.
“Emotional thinking works faster than rational” which is a statement that intrigues me, and I now understand the importance of creating a good brand image, as it is an instant for consumers to create an emotional bond towards s brand or product. Therefore it is vital that the marketers understand their consumers, and produce material that is emotionally appealing to them, while still achieving IMC.