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© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Brand 2020: Build an Emotional Brand
Dipanjan Chatterjee, Vice President, Principal Analyst
October 3, 2017
@dipanjantweet
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Marry. Marry. Marry.
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Brand 2010: The Age Of The Customer
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Hyperadoption
Facebook takes 6 years to reach first 500 million
users, 6 months to reach the last 500 million
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“WeChat is where China’s national
conversation takes place”
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Data Explosion
Data doubles in little over 1 year
Only 0.5% put to real use
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As decisions become tougher…
We need help making them
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“Brand” is what cuts through the clutter and the chaos to facilitate decision making
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Brand 2020
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Emotions power fast thinking
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“Instinctively comfortable
choice for the customer”
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Emotions power memories
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Flashbulb moments
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Flashbulb momentsMemory
Highs, Lows, and Ends
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Is there evidence that emotions matter?
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Advanced econometric analysis
Two categories — retail and banking
Quant research with ~4,500 respondents
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Brand Energy Drives Value
60%63%
72% 73%
Purchase
intent
Price
Premium
Advocacy Preference
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Captures emotions
activated by the brand
How top-of-mind is the brand?
Brand relevance including
functional attributes
Brand dimensions
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Emotions contribute to almost half of brand energy
Emotion Salience Fit
Contribution to brand energy (%)
Retail
Banking
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On your side
Three Emotion-Rich Territories
At your service
Unlike others
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Some examples of
emotion-driven branding
outside the data set
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Out with the new, in with the old
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Patanjali effect cannot be ignored, says Colgate's global CEO
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On your side
Patanjali’s Emotion-Rich Territories
At your service
Unlike others
“MNCs here only to loot”
Medical practitioners in 10K stores
“Common kitchen ingredients”
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Aspire
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Status-seeking
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Accessible
Aspiration
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Double-edged swordThe face of aspiration …
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… is a double-edged sword
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Emotion bytes
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Digital is exceptionally positioned to deliver the right emotion-activating
experience
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Unlike others
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FORRESTER.COM
Thank you© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Dipanjan Chatterjee
+1 646-714-4250
