Emotional Branding
01/03/2005
It's 2005. Let's not waste a second. Here's the challenge: How do you zero in with the right message to the right consumer at the right time when where ever you turn you run smack into ad messages?
Sorry Diva dahlings, I don't have the silver bullet. In fact, if anyone tells you they do I'd kick off those cute new Manolo Blahniks that Santa left you and run like hell.
What I can do is point you to a great website that supports the PBS program The Persuaders. The show looks at how marketers are trying new ways to connect with potential customers - "from a time when there were real differences between products, and the job of advertising was to highlight what the product did, to the current situation where often the only real difference between items is their image, and the emphais of advertising is on what the product means."
The name of this game ... emotional branding. The reason people belong to brands is similar to why people join a cult...
Very rich material including a download of the entire program. Don't miss the interviews and the case studies about Delta's new low-cost air carrier, Song and the Saturn success. Plan to drop more than a few minutes on this site.
Caution. It's not The silver bullet. It is one more marketing strategy to add to your repertoire.
Heard it from Dave Williams, 360i.
Read More about Emotional Branding
The Ten Commandandments of Emotional Branding
The Business of Emotional Branding
Emotions vs. Emotional Benefits in Marketing
