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Building Emotional Connections

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.

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.

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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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Building Emotional Connections

Rethinking Emotions In Marketing

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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 a long time.

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Building Emotional Connections

Brand Research: Emotions, Feelings And Behavior

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Branding Emotions

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.

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