Emotional Branding by Barbara Onianwah

EMOTIONAL BRANDING

Much of the branding and marketing processes we know and do now are culled from the work of Jack Trout Positioning – The Battle For Your Mind. And

from this also originated Positioning statements as a way of communicating brand propositions and benefits

to customers e.g.

Starbucks - there is nothing else like the Starbucks experience, a real indulgence,

everyday.

Volvo - For upscale American families, Volvo is the family automobile that offers maximum safety.

And these are all product – centric

Emotional Branding?

What is it?

The term - Emotional branding –has been used since the 80s but Marc Gobe’s book Emotional Branding – A New Paradigm For Connecting Brands to People brought this term to the fore as the new way of marketing brands and moving from products to people.

http://www.youtube.com/watch?v=yTiEzRIBqq8

Emotional Branding refers to the focus of building brands by way of connecting a brand

proposition and purpose to people's emotional need states and aspirations.

This approach to brand marketing puts acknowledgement of people before the communication of product/service

specifications and/or benefits.

Emotional branding is the relationship betweena brand and its consumers around a consumers‘

key interest or passion. Knowledge of thiscomes, not from the product or its features, or

service it provides or the need it fulfills, BUTfrom a deep understanding of the consumers

that use the brand - their likes and dislikes,concerns and needs, hopes & aspirations and

interests.

- Joy AbdullahLinkedIn

What is the difference between Emotional Branding and Conventional Branding?

• In CB, purchasers buy products and/or services; in EB, people live and experience

• In CB, purchasers have needs; in EB, people desire

• In CB, purchasers make functional and rational decisions: they choose; in EB, people feel and rely on their senses: they prefer

• In CB, the talk is about Brand identity; in EB, it's about Brand personality

• CB focus on communication and on telling; EB focus on dialogue and on sharing

• In CB, honest service level is important; in EB, it’s all about trusted relationship

How do you create an emotional brand?

The Age of the Self Reliant Consumer

• Less reliant on others opinions and recommendations.

• Wants benefits, not features. • Stressed for time.• Tired of “data overload”. • Wants just enough information to

make an informed decision and get on with life.

• More rational.• Better informed• More discerning.• More frugal• More innovative and has a DIY

personality

How do you

this consumer?

• How do you get him interested?

• How do you get him to consider a purchase?

• How do you continually reinforce that his purchase decision was absolutely the right decision, the “winning” decision?

• How do you create a loyal customer who will want to continue to buy your product and/or is most receptive to cross selling and value added purchases?

• How do you create a brand ritual so that your brand becomes part of his life?

• How do you get him to be your cheerleader?

http://www.youtube.com/watch?v=a7V0C_bfVXY

You have to move from being a

to being a

A Lovemark isa product, service or entitythat inspires action &

loyalty beyond reason

COMPONENTS OF LOVEMARKS1. LOVE- It is about: Profound sense of attachment Who & what we love – whatever turns us on. Time & history – Love takes time

People love people, experiences, arts, the objects we buy or exchange

People love objects that defines who they are and where they stand.

Our possessions add meanings to our lives. That’s why we buy, exchange, treasure and possess them.

We wrap our imagination around them. We express ourselves through them. We make them into what we care about.

Love is about action. It’s about creating meaningful relationship. It’s a constant process of keeping in touch, working with consumers and understanding them

RESPECT

Rides on Performance, Reputation and Trust as its organising principles.

Love needs Respect.

Without Respect, Love will not last – it will fade like all passions and infatuations.

You need Respect to go the long haul.

BRANDSHigh Respect

Low Love

PRODUCTSLow Respect

Low Love

FADSHigh Love

Low Respect

High LoveHigh Respect

Maintain some mystery by giving people something to discover

Play to people’s senses … help them feel something about your brand

Be intimate … take the time to understand what matters to them and then reveal what matters to you

To build a Lovemark be prepared to …

RESPECT LOVE

+42

Sensuality

45

Being Intimate

TRUST Reliability Honesty

Ease Openess Security

PERFORMANCE Innovation

Quality Service Identity Value

REPUTATION Leadership

Responsibility Efficiency Heritage

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"I've learned that people will forget what you said, people will forget what you did, but

people will never forget how you made them feel."

Maya Angelou

People like Facebook. People use Facebook. People love Instagram. It is my single most-used app. I spend an hour a day on Instagram. I have made friends based on photos they share. I know how they feel, and how they see the world. Facebook lacks soul. Instagram is all soul and emotion.

Om Malik

just be yourself and hope that they see the value of your worth, all you can be is yourself, pretence will only fool

for so long. stand up with confidence.