The Blake Project, the brand consultancy behind Branding Strategy Insider, delivers interactive brand education workshops and keynote speeches designed to align marketers on essential concepts in brand management and empower them to release the full potential of the brands they manage.
Brands that tap into people’s deepest desires make strong lasting connections with those people. Deep desires most often come from a feeling of lack but can also result from seeking a place of safety, peace or comfort. The following are deep desires into which brands can tap:
- To be smart
- To be accomplished
- To have high status
- To be safe
- To be attractive
- To be sexy
- To be admired
- To be liked
- To be unique or different
- To make a difference in the world
- To belong
- To be in control
- To be sovereign, free or independent
- To be noticed
- To have a purpose
- To have power over others
Any brand that can make people feel as though they have a little bit more of one or more of these if they interact with the brand will connect with those people on a deeply emotional level.
Can you think of examples associated with each of these? Here are some hints. Some beer brands tap into the need to belong. Many clothing brands tap into the need to be sexy or attractive. One automobile brand in particular taps in to the need to be in control. Many brands across many categories tap into the need for status. Automobile and watch brands come to mind immediately. We just helped a golf brand link to the need to be accomplished. A legendary tobacco brand focused on the need for independence. One well-known soft drink brand taps into the need to be unique or different.
What examples can you think of?
Sponsored By: The Emotional Connection Workshop