emotional branding'
1 view | +0 today
Follow
Your new post is loading...
Your new post is loading...
Rescooped by Prasad Dalvi from emotional branding'
Scoop.it!

Nike Brand Strategy: Emotional Branding using the Story of Heroism

Nike Brand Strategy: Emotional Branding using the Story of Heroism | emotional branding' | 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...

Via Amy Revell, Prasad Dalvi
more...
Amy Revell's curator insight, April 9, 2013 6:45 AM
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.
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.
Rescooped by Prasad Dalvi from Communication with Consumers
Scoop.it!

Nike Brand Strategy: Emotional Branding using the Story of Heroism

Nike Brand Strategy: Emotional Branding using the Story of Heroism | emotional branding' | 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...

Via Amy Revell
more...
Amy Revell's curator insight, April 9, 2013 6:45 AM
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.
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.