Why is emotion so important to building brands?
There are many things I love in life – my family (when they’re not driving me nuts!), my dog (she’s my best friend) and rainbows, unicorns and kittens (I really do!). These things make me laugh, smile and feel good. Most of the time, they’re entertaining, and they make me feel happy – which makes me want to engage with them!
Something I don’t love, is having to think too hard when making simple decisions – particularly when I’m being overloaded with information about something that should be pretty straightforward. For example, I don’t care what active ingredients my floor cleaner has – I only care about whether it will do the job. And I trust many brands can do the job, so the fastest one I can remember and find on the shelf is generally the one I’ll buy. I’m not alone here. Most people choose like this.
And the best way to engage and be remembered is to make consumers feel something, just like the things we care about in their lives make us feel something. If you create an ad that people love and connect with emotionally, then you stand a better chance of being recalled when it’s time to buy. It sounds obvious, but the stats show that more than ever TV brand campaigns are still trying to lead with rational benefits and fail to make an emotional connection.
See below for an article written by some incredibly talented people who have done pretty cool studies showing that we remember what we feel.
