Building Emotional Connections

We now know more about how the human brain processes information and triggers our behaviors than ever before.

It can be said that good brands are well known, but great brands are well loved.

The Romantic Movement, born in Europe at the end of the 18th Century, emphasized the individual, the emotional, the spontaneous and the imaginative. It came as a rejection of the earlier classicism movement, which was defined by rationality and order.

We talk a lot in the brand world about brand strategy, brand vision, brand planning and brand imaging. But in all of this discussion we are missing the critical component of customer context. To best understand we must ask this simple question and be prepared to answer it:

The latest wave of the Kantar Millward brown’s AdReaction study shows that Gen X, Y and Z are sick of advertising; 85% of them avoid ads and 34% of them use ad blockers.