Communication with Consumers
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Communication with Consumers
The importance of emotional responses to a brand.
Curated by Amy Revell
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Building Brand Emotion - Part 2

Building Brand Emotion - Part 2 | Communication with Consumers | Scoop.it
Ask Your Target Market blog
Amy Revell's insight:
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.
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Nike Brand Strategy: Emotional Branding using the Story of Heroism

Nike Brand Strategy: Emotional Branding using the Story of Heroism | Communication with Consumers | Scoop.it
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.
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Duane Hulley's comment, April 9, 2013 7:59 PM
Emotional branding reaches consumers on a personal level by connecting with personal attributes of their lives or goals. Without extensive research and testing, marketers will fail at identifying the emotional triggers of the target audience. With that said there is a generational shift to emotional branding which has impacted agencies and brands where consumers are overwhelmed with messages online and offline, but it’s the messages that resonate with the emotions of a particular customer that stick. Get creative and not creative solely in the sense of design but give life to a brand. If the brand had a personality, what would it be? The theory of trying can help craft the branding strategy. This theory states that the criterion of behavior should be replaced with the reasoned action model with trying to reach a goal. The longevity may prove challenging for marketers because there are but so many unique personalities that can be created. This may promote duplications in the market making it even harder for consumers to tell the difference between certain brands. But for now it’s safe to say, there’s only one Nike.
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Capitalising on emotional responses in brand-building strategies

Capitalising on emotional responses in brand-building strategies | Communication with Consumers | Scoop.it
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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Easter Greig's comment, April 9, 2013 7:24 PM
Consumers react more towards emotional marketing, rather than just stating the facts and benefits about a product. Consumers quickly decide or take a course of action based on an emotional response stressing the high importance of emotional marketing.