‘Emotional Connect’ is a widely used term and it is taken for granted that one understands it in the Advertising and Branding parlance. At Big Bears we would consider it from a rational point of view. Rational view of the Emotional, well what are we exactly talking about? In this Digital Age, it’s easy to evaluate or even quantify emotions in terms of emojis and likes. The real challenge is making your consumer like your brand message in the first place that will subsequently influence a purchase decision. Yes, that’s the difficult part..
Emotional Connect is not just about a film which gives the goosebumps but which actually lets the consumer identify with the brand. This identification can be through an imaginary projection of the self, a real similarity the consumer finds between himself or herself and the brand or a certain attribute of the brand with which the customer can identify.
In an imaginary projection, the customer may subconsciously believe that he or she will transform into the Brand Persona portrayed in the communication if he or she uses the product, say in the case of a perfume brand. When there’s a direct comparison, the consumer can actually relate closely with the brand persona, for example a sportsperson, say a budding badminton player relating to a Badminton champion delivering the brand message. The third example would include, say, a popular beverage brand which is a blend of tradition and modernity, where each target segment identifies with a particular brand attribute if not the whole.
A brand strategist, a creative thinker, a film maker – all should understand which elements that the target customer can relate to that will establish the emotional connect. It’s not writing a novel that one will enjoy reading and then it’s ‘chapter closed’. It’s about nurturing a long-term relationship that actually translates into real action and a repeat purchase.
‘Emotional Connect’ is a widely used term, and it is taken for granted that one understands it in the Advertising and Branding parlance. At Big Bears, we would consider it from a rational point of view. Rational view of the Emotional, well, what are we exactly talking about? In this Digital Age, it’s easy to evaluate or even quantify emotions in terms of emojis and likes. The real challenge is making your consumer like your brand message in the first place, which will subsequently influence a purchase decision. Yes, that’s the difficult part.
Social media marketing service in India plays a pivotal role in establishing an emotional connection in this context. Emotional Connect is not just about a film that gives the goosebumps but one that actually lets the consumer identify with the brand. This identification can be through an imaginary projection of the self, a real similarity the consumer finds between himself or herself and the brand, or a certain attribute of the brand with which the customer can identify.
In an imaginary projection, the customer may subconsciously believe that he or she will transform into the Brand Persona portrayed in the communication if he or she uses the product, say in the case of a perfume brand. When there’s a direct comparison, the consumer can actually relate closely with the brand persona, for example, a sportsperson, say a budding badminton player relating to a Badminton champion delivering the brand message. The third example would include, say, a popular beverage brand which is a blend of tradition and modernity, where each target segment identifies with a particular brand attribute if not the whole.