Beth holds a master's degree in integrated marketing communications, and has worked in journalism and marketing throughout her career.
Nike is well-known for its ''Just Do It,'' slogan, but the heart of their marketing messages rests less on famous athletes and more in the everyday man. In 2012, they focused on ''Find Your Greatness,'' using an average young man running to get in shape. Their ''Rise and Shine'' campaign highlights all the excuses and reasons we give for not being able to work out, challenging us to ''run a little faster'' and ''throw a little harder.'' Another print ad bears the words ''Your only limit is you.'' But, Nike's not the only company to tug at the heartstrings.
Samsung has a commercial featuring an ostrich trying out the company's virtual reality headset. It uses the tagline ''Do what you can't,'' a nod to the bird's inability to fly on its own. The message for consumers is that the headset takes you to places you can't go on your own. You are drawn into the commercial and the ostrich's dream of flying. In the end, you're cheering for him to find his wings.
Another good example of a company with a special marketing approach is Starbucks, whose red cups, for many, mark the start of the holiday season. It brings up images of snowy days, roaring fires and holidays spent with friends and family. What do all of these brands have in common? They rely on a marketing strategy known as emotional branding.
After reading those examples, you may have guessed the definition of emotional branding. It is when businesses use marketing strategies that appeal not to a consumer's wallet or even his or her intellect, but to their heart. Emotional branding is about building relationships between a brand and its consumers using something that appeals to a buyer's goals, wants, needs, desires, ego or emotions. When you can connect on a deeper level, you set yourself up for a loyal relationship that can go the distance, and generally, profits follow.
In a marketplace where scores of products are vying for consumers' attention, any brand that can establish a connection with its audience stands a better chance of winning customers and keeping them hanging around. Consider the following example. Which of these vacuum cleaners are you more likely to buy?
A. This is a commercial marketing a vacuum that boasts a lot of attachments at a great price.
B. This is commercial marketing a vacuum that promises to simplify your busy life.
More than likely, you're going to go with B, simply because it appeals to your desire to spend less time cleaning and more time with family or working on your hobbies. Commercial B humanizes the idea of marketing to appeal to a consumer's emotions. We're all busy, right? What could be better than a vacuum that simplifies cleaning and frees up your time? Reaching consumers at an emotional level, while perhaps irrational, can supersede reaching consumers at an intellectual (or more rational) level.
Let's take a look at a few more examples of emotional branding in action, with some brands that really get it right.
Everything from Apple's products to their clean, simplistic style of marketing and advertising is intentionally designed to send a message to the consumer that, despite the complexities of technology, Apple understands that you want things that are easy to use. And, they deliver. The company is a fan of using one-word sentences and black and white colors in their print ads, such as one for the iPad 2, that simply says, ''Thinner. Lighter. Faster. Facetime.'' It doesn't get much easier than that, does it? And, it appeals to us as consumers because there's not a lot of features, text or graphics to wade through.
A television spot for the school titled, ''We Can Do It,'' uses cartoon characters to show the story of a mother who loses her job and, drawing inspiration from a Rosie the Riveter poster, decides to log onto the school's website and reinvent herself. The remainder of the commercial shows the woman studying late at night with her children asleep beside her. Then there is a shot of her graduation celebration. Finally, it shows the woman on the job in her new career. It is a powerful and emotional portrayal of what many people want to do, pursue new training or education to better themselves.
Dove's ''Campaign for Real Beauty'' has resonated with women for its honest portrayal of real bodies, flaws and all. The campaign has been so successful, it has run for more than 10 years, opening conversations about self-esteem, body image and the definition of beauty. The emotional connection to female empowerment has created a message - and a brand - that is still motivating consumers to buy and believe.
Emotional branding is all about building a relationship between a brand and its consumers. When a brand can appeal to its consumers' ego, emotions, wants, needs or desires, rather than simply sell their product based on features or price, they develop a bond that fosters loyalty before and after a purchase. Many brands are successful implementers of this strategy, including Nike's appeal to the everyday athlete, Apple's approach to simplifying technology and Dove's message about female empowerment.
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Marketing Overview: Help & Review26 chapters | 200 lessons
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