Continue reading “Is Your Brand’s Biggest Threat…Your Brand?”
Tag: Emotional Brand
Going Beyond the Obvious Emotional Power of Your Brand
Some brands are built around products or ideas that are inherently emotional.
But true emotional resonance happens when these brands recognize that their competitors own the same emotional space.
Brands seeking to rise above the fray dig deeper into the well of positive emotions that bond brands and people.
They build upon, complement, and extend that innate emotional “kick” they deliver with a set of ancillary feelings chosen to support the brand’s purpose beyond profit.
Continue reading “Going Beyond the Obvious Emotional Power of Your Brand”
Rational vs Emotional: With Brands, It’s Not “Either/Or” It’s “Both/And”
Neuroscience is telling us that every “rational” decision is surrounded and influenced by emotions.
As such, brand decisions are neither rational or emotional – they are invariably both.
But how do you work with an insight like this?
How do you bring an emotional dimension to your brand, especially if today it is emotionally neutral?
Continue reading “Rational vs Emotional: With Brands, It’s Not “Either/Or” It’s “Both/And””
Brand Strategy: How To Escape Commodity-Ville Through Emotions & Meaning
We spotted a nytimes.com report that highlighted the fact that cars today – across the board – are more dependable than ever before.
To quote David Sargent, spokesman of J.D. Power and Associates, “There are no really bad vehicles anymore.”
This hasn’t always been the case.
Ask anyone over 40 and they’ll probably know this definition of “Ford”: Fix Or Repair Daily.
But, as with so many things, it’s getting easier and easier for competitors to level the playing field.
Standing out today is harder than ever.
Welcome to Commodity-Ville, next stop oblivion.
This is why we encourage our clients to find ways to differentiate through emotions and meaning.
All things being otherwise equal (to a great extent, anyway), the brand that makes people feel something unique and special will win the race.
But don’t assume a slick and “emotional” advertising campaign will do the trick.
Meaning isn’t a superficial notion, it needs to run deep.
It is created when brands engage around the beliefs, values, interests and aspirations of the people important to their success, inside and outside the brand. Continue reading “Brand Strategy: How To Escape Commodity-Ville Through Emotions & Meaning”