As I read Jean Brandolini Lamb's article in MediaPost, the words drove home!
Lately I been searching for words that are overly repeated in every marketers lingo, I thought before I post a link to Jean's article I would add some of my own value. I thought of a couple words and tried counting the number of instances they appear/repeat in the article.
Emotion - 11 times
Desire - 5 times
Feel... - 4 times
Important - 2 times
The past year has seen a huge push towards marketing accountability. We have read and seen many articles but some how those words/measures are yet to make their way into some of these posts. I do acknowledge, I am guilty as charged!
Here are some nuggets from the article:
- Shopping and logical thought are often worlds apart
- We buy it because we want it. It's about pure desire, rationalized either before or after purchase
- Neuropsychology theories [connection between physiology and psychological responses] that are replacing the old consumer behavior beliefs [AIDA (awareness, interest, desire, action)]
- We are all driven first by emotion (We all still act based on primitive, emotional instincts)
- Emotional connection leads to brand desire, which ultimately leads to demand
- Convenience factors and rational concerns play a part in the decision-making process, but it is a feeling that acts as the initial spark of interest
- "feel first, think later" advertising model is in line with theories surrounding brands
- Brands are simply the established meaning or reputation of a product or service within the minds -and hearts - of consumers
- Brands have values, ideas, and feelings attached to them that allow consumers to make unique emotional connections with them
- Advertising is moving from "creating brand awareness" to "creating brand demand."
- Not only do consumers need to know about your brand, they need to want your brand
- Marketers need to define value for the target consumer, and deliver a brand that not only is unique but also motivates them on an emotional or instinctive level
- Build brands that are differentiated and connect to the target market emotionally
- "Emotion involves and motivates and can transfer positive perceptions to the brand."
- A brand is built on a "compelling truth." The compelling truth is transformational, ideally creating emotional preference and differentiation
- Compelling truth delivered consistently across the customer experience, drives emotion and breeds motivation
