The most compelling brands connect with consumers at an emotional level. Their benefits are often experiential, emotional or self-expressive. Certain types of research can help marketers understand which benefits will have the greatest emotional impact.
To achieve brand insistence the consumer must trust your brand and feel an emotional connection to it. People become emotionally connected to a brand for a number of reasons:
Not too long ago I read an article about Procter & Gamble’s attempt to “stake out the emotional high ground” for their Tide detergent.
Marketing is experiencing a radical change. In the 1990s we saw power shift from manufacturers to retailers. Now competition, choice and technology have put consumers in control.
I spent many of my early years in marketing in the Middle East for Procter & Gamble and Gillette.
