Did you know that our emotions have an 80 per cent impact on our purchasing decisions, versus just 20 per cent due to rational behaviour?

Smart marketers know that modern marketing has become a form of entertainment designed to engage audiences in memorable moments and buying experiences that lead to lasting brand association and awareness.

The multiple theoretical explanations of brand equity already alluded to this quite some time ago…  

Remember Paul Feldwick? Feldwick’s (1996) econometrics account of brand equity is firstly is measured by brand value, the idea that the total value of the brand is a separable asset. Secondly it can also signify brand strength: a consumer’s level of attachment to the brand. Finally Feldwick maintained that brand equity could also stand for brand description: the associations and beliefs of consumers regarding the brand.

Then there’s Kevin Lane Keller’s (1993) cognitive brand equity theory, which focuses more on the concept that brand knowledge is the full set of brand associations linked to the brand in long-term consumer memory.

Finally we have Erdem and Swait’s (1998) Information Economics Framework of brand equity (ESBE) based on the principle of investigating brands under uncertainty. Based on prior research that demonstrates, “brand credibility not only impacts perceived quality but also affects consumers’ brand choice and consideration set formation, and moderates consumers price sensitivity”. 

So lets bring it back from the academic stratosphere and consider how these theories affect you and your brand. All of the above is laced with a similar thread; the measurability of brand equity is intrinsically linked to customers personal emotions associated with your brand.

We all remember the Mastercard “Priceless” campaign, developed by international advertising firm McCann-Erickson. This campaign sold an emotional relevance to our everyday lives; relatable scenarios such as that frenzied shopping spree purchasing a “new designer outfit $250, new lipstick $35 and evening bag $90” all to experience “the look on your boyfriends face.” 

Marc Gob, author of Emotional Branding, explains that a brand is uniquely situated to achieve this “because it can tap into the aspirational drivers which underlie human motivation.”  

TUGGING AT OUR HEART STRINGS - WHAT EMOTIONAL MARKETING LOOKS LIKE 

Kevin Lindsay is a digital marketing expert at Adobe and has noticed that neuromarketing is becoming increasingly more popular in mainstream-marketing conversations. Shareability has never been so prominent and he believes that it’s the human emotion behind the content that’s driving us to click “share.”

“Even the most data-driven among us are considering the role that decision science plays in maximizing marketing effectiveness. One of the biggest examples I’m seeing – and loving – right now is the proliferation of marketing campaigns designed to stir up emotions.” 

So what does an emotional marketing campaign look like? Extra’s Origami campaign centres around the story of a Dad who creates Origami paper swans out of gum wrappers for his daughter at pivotal points throughout her life. On her departure for university he sees that she has kept every single swan he ever wrapped for her. Kevin explains that as a Father he couldn’t help but smile, be moved, and think about his own relationships, “However, again, there was no overt drive to buy or heavy hand commanding me to get Extra or else. It’s just a love story that I, admittedly, watched more than a few times.” 

Another heartstring puller is the Qantas #feelslikehome campaign which follows the story of family members flying in from all corners to make it home for Christmas. It’s hard to not to be moved…         

HOW DO OUR BRAINS REACT TO THIS PROLIFERATION OF EMOTIONALLY CHARGED CONTENT?

Former ad man and a pioneer in emotional-engagement research – Dr Robert Heath has heralded the value of an emotional campaign for quite some time. He believes that successful campaigns ultimately boil down to one thing; “they flip a switch in our brains, creating longer-lasting impact – associations, as he calls them – than more info – heavy messages do.”

According to Dr. Heath these associations are more readily established by emotionally charged brand messages because our brains process this type of content more readily. Cognitive psychologists have named this “low attention” or “low involvement” processing because we don’t have to be cognitive or even fully aware that we are absorbing the information in front of us as long as it’s emotionally laden.

In addition, our brains record emotional stimuli more powerfully so what we do take in, whether consciously or not, will leave a more long lasting impression and association in our minds.    

PERSONALISATION

Emotional marketing isn’t the only way marketers are getting more personal.

Welcome Personalisation. All industries are now implementing the use of big data analytics. This data revolution has seen businesses embrace their customer’s data to improve analytics implementations and truly understand their customers. This level of intelligence allows marketers to identify “unique conversion paths, understand the role of their website, apps and social media presence in the customer journey, and ultimately, identify the factors convincing their audience to convert to a customer.” 

By presenting individuals with the right tailored content at each step of the customer journey and through every marketing channel, it’s a way to make each customer feel valued and recognised.

Have you implemented personalisation into your marketing strategies? Have you shed a tear or two in an emotionally charged advertisement?

Do you remember Paul Feldwick?

Share your stories with us in the comment section below.