This article gives some good emotional triggers that could be useful to evoke responses in consumers; fear, guilt, desire to fit in etc. Also states that a customers experience with the brand, along with the emotional responses, is important too. There should be a follow up of the whole brand experience that correlates with what they're feeling. This is important because emotions play a big part in marketing and shouldn't be overlooked as a strategic weapon.
Look deep inside Nike’s brand strategy and you’ll find the classic story of the hero’s journey. But Nike puts a devious twist on their brand story by turning the customer into both the hero and the...
Amy Revell's insight:
This article uses Nike to illustrate emotional branding and how it can be an effective tool in Integrated marketing communications (IMC). By creating a 'hero' and a 'villain'; the villain in Nikes campaigns being a metaphor for an internal struggle within a consumer, it can evoke an emotional response to the brand which in this case offers a solution to it's audience. This is an effective way of communicating with the consumer because they have realised that their target audience are not necessarily the same but may have similair problems, attitudes and values.
Everyone feels before they think; the nonrational emotional reaction comes before the more rational secondary one. However, this trend is often overlooked in the marketing community, where...
Amy Revell's insight:
This article states that "everyone feels before they think", which highlights the importance of communication and emotional responses to brands. Brand awareness alone is not enough anymore and companies struggle to keep relevant with their consumers. By creating an emotional response it's easier for consumers to keep brands in the forefront of their minds which overall creates an increase in brand loyalty.
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