Tuesday, February 7, 2012

Emotional Branding

1. What is the definition of emotional branding?
2. How does emotional branding work in this ad Cadillac CTS Ad?
3. Watch the video and answer the questions below:


a) Finish Mr Robert's quote: ”You feel the world through ... ”
b) Finish Mr Robert's quote: ”That's what's next, the brands that ... ”
c) What is a "love mark" in Mr Robert's definition?
d) A brand that has an iconic place in your heart. Explain.
e) How is the brand Cheerios related to emotional branding?
f) Finish Mr Robert's quote: ”You can built mystery... ”
g) What did Mr Roberts say about Tide as a brand?
h) How did Song Airlines use the concept of emotional branding?
i) Was the advertising campaign successful? Why?
j) How does the video end? What is the conclusion of the video?

4) Independent task: Watch the video below and write a 350-500 word essay with the title:
"How companies use emotional marketing to turn customers into passionate brand advocates".

9 comments:

  1. 1.“Emotional Branding” analyzes the importance of emotions when establishing connections and building relationships between brands and people.

    2.This ad plays with consumers emotions and needs and tryies to establish a connection between brand and customers.

    3.a) Finish Mr Robert's quote: ”You feel the world through essences, the 5 senses.”
    b) Finish Mr Robert's quote: ”That's what's next, the brands that can move to that emotional level, that can create loyalty beyond reason.”
    c) What is a "love mark" in Mr Robert's definition?
    A love mark is a brand that has created loyalty beyond reason and that you recognize immediately.
    d) A brand that has an iconic place in your heart. Explain.
    One brand, which is the object of your great attention and devotion
    e) How is the brand Cheerios related to emotional branding?
    They created an ad about granny and nephew where they related emotional branding, because this Cheeriors bring mystery, stories and move from brands into ecperiences.
    f) Finish Mr Robert's quote: ”You can built mystery as long as you believe in the story.”
    g) What did Mr Roberts say about Tide as a brand?
    Tide is more than a cleaner instrument, it is much deeper than that. It’s an eliberator. It’s about moving TIDE from the heart of the laundry to the heart of a family.
    h) How did Song Airlines use the concept of emotional branding?
    Song's aircraft were fitted with leather seats and free personal entertainment systems at every seat, with audio MP3 programmable selections, trivia games that could be played against other passengers, a flight tracker, and satellite television (provided by the DISH Network), offered free beveragesand both brand-name snack boxes and healthy organic meals were offered, so the airline created its own distinct mark in the industry.
    i) Was the advertising campaign successful? Why?
    Not much, because there are more walking billboards and if we talk about the new concept of a tore in a giant mall, than we can say that it looks like a distraction in the mall and it brings more questions than answers.
    j) How does the video end? What is the conclusion of the video?
    “I know I’m wasting half of my ad dollar, I just don’t know which half.” The conclusion of the video is that using emotional branding you have the oportunity to get more clients, but you have to be very carefful with your ad and have certain goals if you want to succed.

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  2. 4."How companies use emotional marketing to turn customers into passionate brand advocates".
    Emotional Marketing is messaging that builds your customers ego. It makes them feel smarter, bolder, more sophisticated, or just about any other emotion that is fundamental to their self-esteem. This is what gives your brand that special something that builds life-long attachment. These are brands that share your cutomers values and priorities. They name-drop the brand name to say something important about theirself.
    It doesn’t start with the product, with it’s features, but with how the customer would feel, like: “Yeah, it’s energetic”. They succed because emotional marketing begins with the feelings that customers can see when the product features demonstrate it. For succesful companies costumer feelings are the focus of their ads. Start with your customer’s emotional priorities not with product’s features or companies agenda, show how your product can help people make their dreams come true.
    That is the genius of emotional marketing. It slips in under our consumers radar. Because these are emotions they WANT to feel, the ads seem comforting and familiar. It’s drip marketing that slowly waters our cutomers deepest hopes of being the people they dream of becoming.
    Emotional marketing strategy starts with an in-depth understanding of your customers’ emotional or motivational drivers—basically why they do what they do. In many cases your customers do not even understand or recognize their own motivations, so traditional surveys and data analysis will not work. Instead, carefully designed motivational research and analysis is required.
    Some let intuition – individual or collective – guide them, or they use their “radars” in order to experience these new sensations; others spend their time with their customers or try to reassure themselves, forgetting that success comes from risk and courage.
    You have to be able to touch consumers’ emotions, creating a consistent effect o¬n them in a coherent manner by offering them a strong concept. When selling the product, teams have to know how to convince intermediary agents and distribution networks about the product; they have to know how to transmit not o¬nly the rationality of the product but also its sensitivity: that is in fact selling the experience before selling the product.
    Businesses have to create a connection between the expectations, dreams and desires of their customers and their teams. They have to do everything in order to keep their teams “awake”, open and capable of being surprised.

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  3. 1. Emotional branding can be defined as a type of advertising that bases on the emotions and the feeling beside a brand.
    2. This ad makes a connection of the brand with the feeling you experience when driving this car, exactly, about the satisfaction of driving.
    3. Watch the video and answer the questions below:
    a) ”You feel the world through the five senses”.
    b) ”That's what's next, the brands that can move to that emotional level that can create loyalty beyond reason”
    c) A love mark is a brand that has created loyalty beyond reason that is infused with mystery sensuality and intimacy that you recognize immediately.
    d) I understand this iconic place like something sacred for someone that occupies a special place in one’s heart.

    e) The brand already has made emotional advertising giving the name of Cheerios to the product. So every time you will need to cheer up you will appeal to Cheerios, so the advertising demonstrates this.
    f) “You can built mystery as long as you believe in a story.”
    g) Tide is no longer a laundry detergent it is not about getting cloths clean anymore because all detergents make your cloths clean. Tide is a liberator; they have thought about moving Tide from the heart of the laundry to the heart of the family.

    h) Song Airlines created a special relationship with all the costumers because once you get on the plane you feel like home, listening to the music you want and enjoying yourself.

    i) It was not successful because they do not choose the right advertising and people do not get the point how this advertising and the name of the company is related to the services they provide.

    j) The conclusion of the video is the aphorism: ”Investing in advertising I know I am always wasting half of the ad dollar but I don’t know which have”. You never know whether the advertising is really working and you can not know for sure when, how and with whom.

    ReplyDelete
  4. 4. Business is always related to the advertising. If several years before, producers were regarded as king of the market, who would decide the product features, the size the color the feel, etc. Those were the times when customers were willing to buy whatever was available because there were no alternatives available. Once, there appear lots of different companies with the same product people get tired of the same advertising campaign the show only the features, and slowly customers became the kings of the market.

    Nowadays it is no more popular usual advertises, people want more than advertising they want to experience a story, they want to get excited about things. That is possible through emotional advertising that promotes feelings instead of the awesome features the things have. It starts with how the people want to feel about themselves, and the features of the product just demonstrate it. The practice of emotional marketing is all about getting your target audience to connect with your product, service, and brand at a very basic and fundamental level - the level of emotions. The world’s most powerful brands create a strong emotional attachment for their product by appealing to the values and passions of the customers and that is why they succeeded.

    However, adding an emotional appeal helps a company sell its product more; and marketers are increasingly restoring to this measure. Just think of the last product you brought home, what was the concealed force that has compelled you to make the purchase; it was emotion was not it? You may believe it or not but some degree of emotion is always involved in any purchase you make. Many purchases it’s more of emotion that makes you buy the product rather that all possible logics. Emotion acts as a catalyst in the engine of the purchase decision process.

    Customers most often attribute logic and reasoning to the purchase and try to prove that they have made a rational purchase and emotion has not played a role in the decision making process. But the ultimate driver is emotion, which has played a major role in the final purchase decision. Rational only generates interest in the product the ultimate driver is emotion. Customers are not much interested in the attributes of the product; they want to know how that product is going to suit their personality. And yes, this is not the case with some customers. All customers behave in the same manner. Customers purchase their products emotionally and rationalize their choices intellectually.

    When your product or service delivers an experience, get prospects to participate and have the experience themselves. Emotional marketing is a powerful strategy if you can deliver a strong customer experience.

    ReplyDelete
  5. 1. What is the definition of emotional branding?
    “Emotional Branding” is both a branding philosophy and best practice standard created by Marc Gobé over 15 years ago. His philosophy and life’s work is dedicated to the importance of emotions when establishing connections and building relationships between brands and people.
    a) Finish Mr Robert's quote: ” You feel the world through your senses, the five senses,.”
    b) Finish Mr Robert's quote: ”That's what's next, the brands that can move to that emotional level, that can create loyalty beyond reason, are going to be the brands where premium profits lie.... ”
    c) What is a "love mark" in Mr Robert's definition? A Lovemark is a brand that has created loyalty beyond reason; it's infused with mystery, sensuality and intimacy, and that you recognize immediately as having some kind of iconic place in your heart.
    d) A brand that has an iconic place in your heart. Explain. A brand wich emotionaly makes you feel special and unusual.
    e) How is the brand Cheerios related to emotional branding? Cheerios is full of mystery,people don’t just eat these cornflakes,most kids play with them ,they make stories up about them ,they imagine them.
    f) Finish Mr Robert's quote: ”You can built mystery as long as you believe in the story . ”
    g) What did Mr Roberts say about Tide as a brand? Tide's no longer a laundry detergent; it's not about getting clothes clean anymore. All detergents get your clothes clean. Tide's about a much deeper thing than that: It's an enabler; it's a liberator. Moving Tide from the heart of the laundry to the heart of the family.
    h) How did Song Airlines use the concept of emotional branding?
    “They wanted to create a movement, a movement of people that are going to have an emotional connection with their company” . Also wanted to create a name and a look like no other airlines,and have got an expression “ you are so song”.
    They have opened a new concept store in Boston,but it was like one more distraction in a giant mall ,and raised more question than answers.
    i) Was the advertising campaign successful? Why?
    They failed, because people didnt get the idea of their new brand .
    j) How does the video end? What is the conclusion of the video?
    The conclusion of the video is that you never know what will be the result of your new invention.
    The whispered truth and that is an enemy is that despite enough studies to fill a library still nobody really knows .

    ReplyDelete
  6. 1.What is the definition of emotional branding?
    “Emotional Branding” is both a branding philosophy and best practice standard created by Marc Gobé over 15 years ago. He focuses on the importance of emotions when establishing connections and building relationships between brands and people.
    2.How does emotional branding work in this ad Cadillac CTS Ad?
    This add shows the connection between the feelings when you drive this car, the pleasure that you receive and its brand.
    3.Watch the video and answer the questions below:
    a)Finish Mr Robert's quote: ”You feel the world through sences, five sences ”
    b) Finish Mr Robert's quote: ”That's what's next, the brands that can move to that emotional level that can create loyalty beyond reason”
    c) What is a "love mark" in Mr Robert's definition?
    A “love mark” is a brand that has created loyalty beyond reason that is infused with mystery, sensuality and intimacy, and that you recognize immediately as having some kind of iconic place in your heart.
    d) A brand that has an iconic place in your heart. Explain.
    Iconinc means something that’s well known to you, and believed to represent a particular idea.
    e) How is the brand Cheerios related to emotional branding?
    They made a connection between emotional feelings and the brand, in this way to build a powerful brand loyalty.
    f) Finish Mr Robert's quote: ”You can built mystery as long as you believe in the story ”
    g) What did Mr Roberts say about Tide as a brand?
    Tide is not just a detergent that get your clothes clean, it’s an eliberator. Tide is about a much deeper thing than other, they think about moving Tide from the heart of the laundry to the heart of the family.
    h) How did Song Airlines use the concept of emotional branding?
    Song Airlines is about a lifestyle! Song's aircraft were fitted with leather seats and free personal entertainment systems at every seat, with audio MP3 programmable selections, trivia games that could be played against other passengers, a flight tracker, and satellite television (provided by the DISH Network), offered free beveragesand both brand-name snack boxes and healthy organic meals were offered, so the airline created its own distinct mark in the industry.
    i) Was the advertising campaign successful? Why?
    No, the advertising campaign wasn’t a successful one, because there are more walking billboards and if we talk about the new concept of a tore in a giant mall, than we can say that it looks like a distraction in the mall and it brings more questions than answers.
    j) How does the video end? What is the conclusion of the video?
    “I know I’m wasting half of my ad dollar, I just don’t know which half.”
    The conclusion of the video is that every company may use emotional branding in order to meet consumers’ need and get their loyalty.

    ReplyDelete
  7. How companies use emotional marketing to turn customers into passionate brand advocates
    Emotional marketing represents one of the marketing strategies that can be used by every company which have enough resources to create an emotional connection with their prospects and brands. The essence of emotional marketing is that you have to get your audience to connect with your product or service or brand at the level of emotions.
    The companies’ challenge is to identify how their products or services can connect emotionally. What is the larger purpose? What type of experience can they offer to the customers? In order to obtain consumers’ loyalty you must be closer and more personal with your targeted audience. In this way, people feel a little bit happier and become more receptive to your brand. The companies should be not just a provider of different services, but a friend. Their advertising messages should look towards on how to touch the hearts of the consumers. Each company that uses emotional branding has to understand consumers’ needs, to give emotions a meaning, to use a creative methodology.
    The point is that a lot of these ads are not about the targeted product, all these ads are about how the consumers want to feel about themselves. It is important to start with customers’ emotional priorities and then show them how your product can make their dreams come true. So, adding an emotional appeal helps a company sell its product more.
    The main purpose of this kind of marketing is to make an emotional connection with your customers and prospects. If you are capable to make the customer relate to a product, service or brand at even the most basic level, you will denote an increase in inquiries. The biggest factor for developing an emotional marketing plan that works is believing in your marketing message. If the company does not advertise core beliefs that are true to the company, it will be noticeable in the marketing message.
    The first step to emotional connect with your target audience is by identifying how your products or services can emotionally connect with people in the community. To determine how you can create this, you will need to think about the big picture. By communicating the long term benefits you can provide your customers relating to your brand, you will build expectations and a want or a need. By delivering a promise that is either communicated by employees of the company, the owner, or even existing customers you will build a stronger relationship and you can market the experience rather than the product or service.
    Emotional marketing combined with other effective Internet marketing methods will increase your book of business and give you the tools necessary to earn long term relationships. Engage with this powerful strategy and connect with your prospects in a way that will build brand recognition and trust.

    ReplyDelete
  8. Placinta Cornel

    Emotional branding represents the positive or negative feelings that are provides by any brand product bought or used. It is hard to define what does exactly emotional branding means, and it is very hard to identify the emotional branding in our personal life, because people never think about it. At a closer inspection we can argue that any kind of product can create any kind of feeling that is why brand and emotions are so tight interrelated.

    In the Cadillac CTS ad emotional branding work in next way: like any guy, who really like and absolutely passionate by cars, have dreams about cars. I know that not everyone will say the truth but I am utterly sure that almost all guys and of course me too, wish to buy or to get as a present a dream car. The emotional branding is increasing with the car’s top speed, and if I saw a hot red Porsche, that’s mean that there is no another car which could bring me more emotions than I already have, but tomorrow I can catch on the streets another yellow Lamborghini with big exhaust in the back and my emotions will extremely change.
    This is emotional branding, the message of this ad is, does the car gives you the expected satisfaction or not, do you really feel happy and full when you touch the steering wheel and the gear box? It is a rhetoric question, if it doesn’t return you, then your choice was wrong and the expectations were faked.

    • Finish Mr Robert's quote: ”You feel the world through five senses ”
    • Finish Mr Robert's quote: ”That's what's next, the brands that can move to that emotional level, that can create loyalty beyond reason, it gone be the brands were premium profits line ”
    • According to Mr. Roberts, love mark is that brand which creates loyalty beyond reason.
    • A brand that has an iconic place in your heart. Explain. Iconic place in heart means that central place where your attention is all the time focused, that thing that is all the time rolling in your mind.
    • How is the brand Cheerios related to emotional branding?
    Cheerios is closely related to emotional branding, because cheerios it is not just a cereal, kids love cereals, they can use their child imagination and to spent a lot of time building huge histories and dilemmas meanwhile adults do not pay that much attention to it.
    • Finish Mr Robert's quote: ”You can built mystery if you believe in a story”
    • What did Mr Roberts say about Tide as a brand?
    The idea is not in the perfect cleaning of your clothes, because today any detergent get clothes clean, the main message is deeper, in any laundry detergent is all the time putted in place, like a heart of the laundry, the advertising try to move the Tide from the heart of the laundry to the heart of the family.
    • How did Song Airlines use the concept of emotional branding?
    They branded everything, logo on the walls and background in the key ask board, designing the aircraft from interior to exterior, more over they designing their people and want them to be song, soon they got catchy motto: you are so song. The airlines company wants people to live song, if they are song, people must show it and prove.
    • Was the advertising campaign successful? Why?
    I think they made great strides in advertising the brand that can create a huge variety of emotions; they avoided their main goal as a company who represents the airlines and tried to highlight how it works, I mean it is very difficult to understand what this ad stands for if you didn’t heard the word: airlines. People just step in the brand new stories, trying to find the answer just for only one question: what is this song escape?
    “-so you are airline?
    -yes, we are airline.
    -… thanks.”
    The expectations that people were waiting for, did not approved them, song was like an conundrum that it is hard to unveil before you will go extra mile to research and find the answer.

    ReplyDelete
  9. 1. What is the definition of emotional branding?
    “Emotional Branding” is both a branding philosophy and best practice standard created by Marc Gobé over 15 years ago. His philosophy and life’s work is dedicated to the importance of emotions when establishing connections and building relationships between brands and people.
    a) Finish Mr Robert's quote: ” You feel the world through your senses, the five senses,.”
    b) Finish Mr Robert's quote: ”That's what's next, the brands that can move to that emotional level, that can create loyalty beyond reason, are going to be the brands where premium profits lie.... ”
    c) What is a "love mark" in Mr Robert's definition? A Lovemark is a brand that has created loyalty beyond reason; it's infused with mystery, sensuality and intimacy, and that you recognize immediately as having some kind of iconic place in your heart.
    d) A brand that has an iconic place in your heart. Explain. A brand wich emotionaly makes you feel special and unusual.
    e) How is the brand Cheerios related to emotional branding? Cheerios is full of mystery,people don’t just eat these cornflakes,most kids play with them ,they make stories up about them ,they imagine them.
    f) Finish Mr Robert's quote: ”You can built mystery as long as you believe in the story . ”
    g) What did Mr Roberts say about Tide as a brand? Tide's no longer a laundry detergent; it's not about getting clothes clean anymore. All detergents get your clothes clean. Tide's about a much deeper thing than that: It's an enabler; it's a liberator. Moving Tide from the heart of the laundry to the heart of the family.
    h) How did Song Airlines use the concept of emotional branding?
    “They wanted to create a movement, a movement of people that are going to have an emotional connection with their company” . Also wanted to create a name and a look like no other airlines,and have got an expression “ you are so song”.
    They have opened a new concept store in Boston,but it was like one more distraction in a giant mall ,and raised more question than answers.
    i) Was the advertising campaign successful? Why?
    They failed, because people didnt get the idea of their new brand .
    j) How does the video end? What is the conclusion of the video? The conclusion of the video is that every company may use emotional branding in order to meet consumers’ need and get their loyalty.

    ReplyDelete