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Building Emotional Connections

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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Building Emotional Connections

Linking Brands And Positive Emotions

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Sometimes brands can help people feel certain emotions, emotions that may even be only tangentially related to the products themselves. Brands can create tremendous appeal by linking to or promising desired emotions.

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Building Emotional Connections

Brand Strategy And The Lovemarks Theory

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Lovemarks theory is based on a simple premise: human beings are powered by emotion, not by reason.

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