The Emotional Drivers Of B2B And B2C Brands
November 6, 20143 min
Philip Kotler once described brands as helping people to make decisions.
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Building Emotional Connections - Page 5 of 8 - Branding Strategy Insider
Building a strong emotional connection to your brand is a requirement for 21st Century brands. We show you how to build emotional connections in the following thought pieces.
Linking Brands And Positive Emotions
January 29, 20141 min
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.
Brand Strategy And The Lovemarks Theory
August 14, 20135 min
Lovemarks theory is based on a simple premise: human beings are powered by emotion, not by reason.
Rethinking Emotions In Marketing
April 4, 20134 min
Although the importance of emotions in consumer behavior is certainly not a new topic, there is still a feeling that marketers have minimized them in their market approach in the past. Of course, it is easier to change the packaging of your product or add a different ingredient than to make your brand ‘less sad’ or more ‘passionate’. However, recent neuro-research illustrates that we have been underestimating the impact of emotions on decision making for...
Brand Research: Emotions, Feelings And Behavior
November 1, 20122 min
If I ever needed proof that our emotional response to the world around us is quicker than our ability to think, I got it a couple of weeks ago. Anticipating that I was about to hear another pseudo-science sales pitch, I cut off the speaker with an ill-considered outburst. In retrospect, I suspect that I did them an injustice. But the episode does highlight the powerful role that emotions play in shaping our behavior.