Emotional branding

“Emotional Branding”

The Ten Commandments of E motional Branding

08/08/2005 Chao Onlamai 2

1. FROM CONSUMERS TO PEOPLE

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cles the consumer is often approached as the “enemy” whom we must attack. Terminology like “ breaking d

own their defenses, decoding their language, and stra tegizing to win the battle” is still commonly used. But

why employ this tactic when there is a better way to c reate desire in customers in a positive manner withou

t harassing or talking down to them? This can be achie - ved by using a win win, partnership approach based o

n a relationship of mutual respect. After all, the consu mer is your best source of information.


2.FROM PRODUCT TO EXPERIENCE

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Products fulfill needs, experiences fulfill desires. Buying just f or need is driven by price and convenience . A product or shop

ping experience, such as REI stores’ rock climbing walls or the Discovery Channel stores’ myriad of “ sound zones” has added

value and will remain in the consumer’ s emotional memory as a connection made on a level far beyond need. The lines are d

rawn every day between newness and tradition, between wha t is expected and the excitement of change . Our curiosity and

sense of adventure often wins out over the known. However, a product can be old and new at the same time, if it continues to have emotional relevance for consumers.


3. FROM HONESTY TO TRUST

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Honesty is expected. Trust is engaging and intimate. It needs to be earned. Honesty is required to be in business tod

ay. It is one of the most important values of a brand and it req uires real effort from corporations. It is what you would expe

ct from a friend. One of the most powerful moves toward buil ding consumer trust was retailers’ implementation of the “ no

questions asked” return policy some years ago. This strategy brings total comfort to customers and gives them the upper h

and in their choices. A very smart decision indeed. Sincere eff orts to know and contribute to the brand’ s community like th - ose of Wal Mart and FUBU are also great examples of building

trust.


4. FROM QUALITY TO PREFERENCE

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Quality for the right price is a given today: Preference cre ates the sale. Quality is necessary offering if you want to stay in business; it is expected and had better be deliver

ed. Preference toward a brand is the real connection to success . Levi’ s is a quality brand, but it has currently lost i

ts preferential status. Victoria’ s Secret, a brand that has achieved an enviable and highly charged emotional conn

ection with consumers today, is revolutionizing a new cat -egory and redefining the hosiery and beauty businesses there is no stopping a brand when it is preferred.


5. FROM NOTORIETY TO ASPIRATION ต่�องไม่�ใช่�แค่�ริ �จ"กแต่�ต่�องช่*+นช่ม่

Being known does not mean that you are also loved! Notor iety is what gets you known. But if you want to be desired, you must convey something that is in keeping with the cus

tomer’ s aspirations. Awareness is obviously not the only c riterion to successful branding. Beyond awareness, what d

oes AT&T really mean on an emotional level to consumers? And is there really a difference for people between the well

- known (and some would say infamous!) brands Exxon Mo bil and Texaco? Nike is still a very notorious brand with gre at visibility, but is it as inspirational as it used to be?


6. FROM IDENTITY TO PERSONALITY ไม่�ใช่�แค่�จ,าได� แต่�ต่�องม่#บ'ค่ลิ�ก

Identity is recognition. Personality is about character and charisma! Identity is descriptive. It is recognition. Person

ality is about character and charisma. Brand identities ar -e unique and express a point of difference vis à- vis the co

mpetitive landscape.But this is only the first step. Brandpersonalities , on the other hand, are special. They have

a charismatic character that provokes an emotional response . American Airlines has a strong identity, but Virgin A

irlines has personality.


7. FROM FUNCTION TO FEEL

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The functionality of a product is about practical or superfici al qualities only. Sensorial design is about experiences. Fun

ctionality can become trite if its appearance and usage are not also designed for the senses. Design is about human s

olutions, based on innovation that presents a new set of se nsory experiences. Creating product identification by stres

sing product benefits is only relevant if product innovation s are memorable and exciting to consumers. Absolute Vod

ka, the Apple iMac, and Gillette razors are brands that are f ocused on presenting fresh shapes and sensory experienc

es consumers appreciate.


8. FROM UBIQUITY TO PRESENCE

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Ubiquity is seen. Emotional presence is felt. Brand presence can have quite an impact on the consumer. It c

an forge a sound and permanent connection with people, especially if it is strategize as a lifestyle program . The fea

r that a competitor might occupy the physical territory be comes the motivator, instead of a focus on inventive way

s of making a real, lasting connection. Joe Boxer’ s wacky underwear vending machines which call out to passersby

“ Hey, do you need some new underwear” and tell jokes i s an inventive way of standing out and making a connecti

on!


9. FROM COMMUNICATION TO DIALOGUE จากการิบอกกลิ�าว เป็�นการิพดค่'ย

Communication is telling. Dialogue is sharing. Communic ation, as conducted by many companies, is primarily abo

- - ut information and information is generally a one way pr oposition. - Real dialogue implies a two way street, a conv

ersation with the consumer. Progress in digital media is n ow allowing this evolution to take place, and finally will h elp foster a rewarding partnership between people and c

orporations.


10. FROM SERVICE TO RELATIONSHIP

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Service is selling. Relationship is acknowledgment. Service involves a basic level of efficiency in a commercial exchan

ge. It is what allows or prevents a sale from taking place. But relationship means that the brand representatives really

seek to understand and appreciate who their customers ar e. It is what you feel when you walk into a quicksilver store

and find that the music. Howard Shultz, CEO of Starbucks, speaks about romancing the consumer: “ If we greet custo

mers, exchange a few extra words with them and then cus- tom make a drink exactly to their taste, they will be eager

to come back.”

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Emotional branding