Emotional Brand Management

Emotional brand management

Even though we have been using the term emotional branding for more than 30 years (since the eighties), it was thanks to work and book by Marc Gobe - Emotional Branding: The New Paradigm for Connecting Brands to People when this term was brought to the fore as the new way of marketing brands and moving from products to. In today's hyper-competitive marketplace, goods or services alone are no longer enough to attract new customers or even maintain existing ones. Because of this, the key factors in consumers decision making have changed. Now it is more about emotional aspects of products, distribution systems and the price they will pay.

In this context, "emotional" means how a brand engages consumers on the level

This is a greater challenge than ever before in today's increasingly complex marketplace, where we find global consumers with very different values. Brands will have to connect in future with innovative products that are culturally relevant and socially sensitive, with a presence at all points of contact in people's lives. Traditionally, branding strategies have been propelled by the effort to get market share. Today the goal is "mind and emotions share."

There are ten commandments of emotional branding that show us what are the differences between traditional/conventional branding and emotional branding: From consumers to people, from products to experiences, from honesty to trust, from quality to preference, from notoriety to aspiration, from identity to personality, from function to feel, from ubiquity to presence, from communications to dialogue and from service to

FedEx ads are all about productivity, but make no mistake, what makes their brand so appealing is raw contempt and frustration. FedEx follows a very prescribed formula in a lot of its ads. They start by identifying a business problem that FedEx can solve. Next, FedEx follows up that product pitch by ridiculling the most dysfunctional things about office life. FedEx bonds with customers by commiserating about the maddening inefficiency of office life. Their brand is built on the emotion of "get er done". This means their dysfunctional-office creative approach scores on two levels. It speaks directly to FedEx's core feature strength of efficiency. And it makes emotional connection by helping frustrated office drones blow off some steam. FedEx mercilessly ridicules the office malcontents who frustrate us most. They cleverly commiserate and show their services as the way out. By poking fun at the madnes, FedEx offers a solution and makes a