Breaking down emotional branding. Meeting consumer expectations

In the process of creating a brand we cannot ignore the psychological and social value. In the previous article:  Branding: How is a brand built? , we referred to the emotional aspects that are decisive in the audience’s thinking when it comes to remembering a company and its context.

Introduction to Emotional Branding.

If we look around us, we will see a wide variety of situations. There are brands that reach consumers in a more cold way. There are other emotional brands that establish longer-lasting connections with the consumer . These brands take advantage of culture, tastes and image to create a strong personality and a unique context that manages to satisfy consumer expectations .

Marc Gobé – President, CEO and Chief south africa whatsapp number data Officer of the Desgrippes Gobé Group in New York, one of the ten most important firms in the world dedicated to Branding and the creation of Brands and Image for companies – announced that  “we have to stop selling products and services and start offering emotions, experiences and lifestyles.” Of course, this cannot be achieved overnight.

 The 10 commandments of Emotional Branding.

According to Marc Gobe, to achieve true Emotional Branding and connect brands emotionally with people, you have to follow these are feelings of gratitude he calls the 10 commandments of Emotional Branding :

1. Moving from the concept of consumer to that of person : consumers buy, people live and feel.
2. From product to experience : products satisfy needs, experience covers desires.
3. From honesty to trust : Honesty is, trust must is intimate. It connects us.
4. From quality to preference : quality exists, preference creates the sale.
5. From notoriety to aspiration : being does not necessarily mean being.
6. From identity to personality : identity is related to brand awareness, personality speaks of the firm’s character and charisma.
7. From function to feeling : Function speaks of superficial and practical qualities about the product. Feeling is to design, which is sensorial.
8. From ubiquity to presence : colombia business directory is being presence is emotional.
9. From communication to dialogue : communicating is saying what I offer to sell. Dialogue is sharing with the consumer.
10. From service to relationships : service sells, relationships represent knowledge.