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Building Emotional Connections

Building Emotional Connections

3 Ways To Build A Sentimental Brand

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3 Ways To Build A Sentimental Brand

In a world infatuated with the new, sometimes the most powerful thing a brand can do is take people back to a time and a sentiment that feels comfortable and familiar.

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Building Emotional Connections

Igniting Brand Growth Via Emotional Connections

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Building Emotional Connections To Your Brand Via Research

Nobel Prize winning research in neuroscience and behavioral economics proves that all humans are irrational, emotional creatures. Both marketers and consumers believe they are in control of their decisions, but research is increasingly proving that assertion wrong. There is something deeper going on at a subconscious emotional level. Marketers that understand this and that harness the power of emotions are today’s true brand builders and are uncovering new opportunities for growth faster than their competitors.

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Building Emotional Connections

Brands Need To Appeal To Human Needs

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Brands Need To Appeal To Human Needs

Brands personify organizations and their products and services. Why is this important? Because only people (or personified brands) can connect emotionally with people.

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Building Emotional Connections

How Brands Make Emotional Connections

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Emotional Connections Drive Strong Brands

Emotional connection is one of the five drivers of customer brand insistence as outlined in our BrandInsistence brand equity system. (The other four drivers are awareness, relevant differentiation, value and accessibility.) The consumer must first know your brand, then like your brand, and finally trust your brand and feel an emotional connection to it.

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Building Emotional Connections

The Emotional Drivers Of B2B And B2C Brands

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B2B B2C Brand Strategy

Philip Kotler once described brands as helping people to make decisions. In a world of frenzied competition and bewildering choice, they are of course the fastest, simplest and most effective way to link a name to a perception of value. What can easily be overlooked however is that B2B and B2C brands are not just about very different types of decisions but that they also involve very different types of decision making.

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