As mentioned in this article people as a rule feel first then act upon these feelings. This can be used to the advantage of a business when creating its brand or advertising campaign, if a brand is able to entice a emotional response out of its customers they are far more likely to remember the brand in a favorable light and as such more likely to remain loyal to the brand, while being unable to create an emotional response from your consumers leaves any ad campaign destined to fail.
This article gives a quick run through on how a marketer can effectively go about creating the desired response based around ten key points:
keep it simple;
keep it close to home;
focus on faces;
make it memorable;
relevancy drives connection;
always sell hope;
don't lead with price;
mirror the target markets values;
While these are all incredibly important in creating an emotional response from the consumers I believe that the mirroring of the target markets values is extremely important as if the emotional response being aimed for is unlikely to reach the target market they are unlikely to develop any feeling for the advertising campaign, the brand or the product. Believability is another point that I personally find very important in creating a connection with a brand, as if they aren't believable then consumers are unlikely to open themselves up to the possibility of creating an emotional connection and response.
All things considered I feel that the practice of creating emotional responses between brands and consumers is probably less utilized than it could be, although I do admit it can be harder for some brands and products to take advantage of than others.
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