Brands: The Power of Emotion
The savviest marketers understand that successful products appeal to the heart, not the mind by Steve McKee November 8, 2007, 6:29PM EST
What's Driving the Purchase Decision?
Making purchases based on emotion is quite normal. From the persona of an athlete associated with shoes to the warm feelings tied to a greeting card brand to the security of having all-wheel-drive, emotions always play a role in the decisions buyers make.
McDonald's was one of the first advertisers to really understand this. McDonald's was busy cunning emotional pictures of families enjoying moments of togetherness around a fast-food lunch when their competitors were boasting about the size of their burgers or the thickness of their shakes.
Sure, features, benefits, and cost/value equations enter into it, but never do they do all the heavy lifting. We're emotional beings, and we respond to emotional appeals. That's why politicians are much more effective telling stories than quoting statistics.
All brands and all products can leverage the power of personality to strengthen their appeal. A feature can always be matched. A claim can always be mimicked. But an emotional sweet spot is something your brand can occupy all by itself.
The savviest marketers understand that successful products appeal to the heart, not the mind by Steve McKee November 8, 2007, 6:29PM EST
What's Driving the Purchase Decision?
Making purchases based on emotion is quite normal. From the persona of an athlete associated with shoes to the warm feelings tied to a greeting card brand to the security of having all-wheel-drive, emotions always play a role in the decisions buyers make.
McDonald's was one of the first advertisers to really understand this. McDonald's was busy cunning emotional pictures of families enjoying moments of togetherness around a fast-food lunch when their competitors were boasting about the size of their burgers or the thickness of their shakes.
Sure, features, benefits, and cost/value equations enter into it, but never do they do all the heavy lifting. We're emotional beings, and we respond to emotional appeals. That's why politicians are much more effective telling stories than quoting statistics.
All brands and all products can leverage the power of personality to strengthen their appeal. A feature can always be matched. A claim can always be mimicked. But an emotional sweet spot is something your brand can occupy all by itself.
Opinion
This article started with the writer’s experience in Nike Shoes store with his son. There were two pair of shoes his son wanted to purchase, one had basketball player who had bad reputation and his name on it, but the looking was nice. And the other one was less fancy looking than first one, however, real nice player’s name was on these shoes. He did not want to buy first one because he did not want to relate his son with the bad player.
He also mentioned about Mc Donald’s advertising. I also agree with that the brand always gives positive emotion such as warm, happy and smiling. I also see many brands’ advertisings use this emotional fact. One example is 박카스. 박카스 is the best in the same industry. Have you ever seen 박카스’s ad? It never mentioned its function or excellent quality. It showed young people’s friendship, passion, love and dream. So when people think about 박카스, first come up is positive image, something energetic.
KT&G changed their brand image with the new name and different advertising. Before they changed the name, it was 담배인삼공사. Tobacco had negative image, so they eliminated the tobacco thing completely from their brand ad and name. Even though, still they sell tobaccos, KT&G’s image becomes blue, young and something innovative.
Today, many companies try to build emotional attachment between brand and costomers.
I think manager should start to create emotional attachment with customers. Think about your own purchase behavior. Enjoy a bottle of Evian or a cup of Starbucks as you muse, and consider what you're doing even then.
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