EMOTIONOMICS CAN WORK

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Awareness is passive and unconvincing , and merely provides a starting point. To be aware of a brand is not the same as being loyal to it. Indeed, awareness follows the pattern " I SEE IT, I NOTICE IT", Which keeps the brand firmly in the role of 'external object', rather than a focus of desire , or product lust.
Great Brand equity is about having an emotional connection to a Brand. The biggest, most common mistake made in branding is to imagine that the 'what' (the product) takes precedence over the 'who'(the consumers). Nothing could be further from the truth in terms of creating a long term brand strategy.
Fail to make an emotional connection, and you lose out, because value is determined emotionally. Brand attributes are like claims related to a product. They are merely assertions unless the consumer's emotional brain finds them valid and worth embracing.

The bottom line is that consumer beliefs and brand equity go hand in hand because both are about staying power.
We try to summarise all in " HOW EMOTIONOMICS CAN WORK FOR YOUR BRAND" in 10 Points,which can be help to understand this concept.

1. Have a personality. You can't have a friendship with somebody without any qualities or character. Tell people your brand is about 'reliability' and 'quality' and they will yawn, so be distinct.

2. Celebrate the " WEENIE"- THE term walt disney applied to the visual details that stands out most to guests. What is your BRAND?

3. Before you get to your brand's core compentency, define its core belief - the one that underpins its meaningful existence. is it a belief that the target market cares about?

4. Go to war ( peacefully). there's rarely a 'we' with-out an enemy with an antithetical value system. identify it to better understand yourself.

5. Brand positioning starts with a feeling. MICHELIN leverages guilt - your standing as a parent rests on your tyres. NIKE has a pride - a drive to progress, combined with the satisfaction of attaining goals. Ensure yours is intrinsic to your brand experience.

6. This brain is like a pinball machine. you build your score with association that light up in people's minds. Work out which ones you can build on.

7. Feeling points beat talking points. Make sure your language speaks the brand-consumer relationship.

8. Be CUSTOMER-Centric. The Product isn't the HERO,The customer IS. Change any communication that puts 'WHAT' ahead of 'WHO'.

9. Strive for INTIMACY. It's hard to hug a giant, but most companies try to seem as big as possible try to seem as big as possible. Touchpoints must be organic and sensitive to consumer needs.

10. Be gender-sensitive. Many Brands use Masculine assumptions, devaluing female perspectives, despite the reality that women do most of the shopping.

In Short, Brand's Must APPEAL to CONSUMERS' HEART's to earn a place in their BASKET.


( Sources : Dan hill, TOI, Marketing@brandrepublic)

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