Emotions should always be hard-wired into the fabric of your brand.
Emotions should always be hard-wired into the fabric of your brand. More than anything, this requires a good understanding of consumer motivation. Do your customers purchase your products based on facts or based on a certain feeling or emotion? A brand like Nike has been tremendously successful in the sports category, largely due to the fact that it understands the emotional drivers in the category very well. They then build on these emotional drivers with communications and sponsorships that are relevant.
Now, you might think emotional marketing only applies to the Nike’s, Coca-Cola's or Unilever’s of this world, but that’s certainly not the case. While a smaller brand is in a different position (they don’t have the same type of budget) they must be just a smart in using emotions.
As advertising magazine AdAge puts it: smaller brands need to ‘prioritize until it hurts’ and uncover opportunity costs that make the most sense for their business.
While prioritization is important for any business, it’s critical to the survival for companies with lesser budgets where there’s less room for error and much less wiggle room.
So for all brands, small and large, capturing emotions is the gateway to effective advertising. And effective advertising gets results.