Is Emotional Branding Better Branding?
In the process of developing a brand, every copywriter from Calcutta
to Cleveland has to balance emotional appeals with logical appeals. In
a recent Mobium New Paradigm Series With branding diva Karen Post, it
is those emotional appeals that Post claims make B2B corporate brands
stick in the minds of consumers. Post discussed what makes business
brands distinctive, clear and memorable - and it's not exactly what you
may be thinking (if you are thinking great service and quality
Access video coverage now of Karen Post at the Mobium New Paradigm Series speaking about "Brain Tatoos: Creating Unique B-to-B Brands That Stick"
If you are looking to develop or refine your existing branding strategy, the videos are a great start on what makes great brands. Post argues that it is the emotion and not the logical proofs that you make in sales, marketing and advertising materials as well as via customer support staff that establish a brand as credible in the minds of consumers. Claiming essentially that the four parts to a "bold brand" - purpose, point of difference, personality and promise - all must consistently rely on emotional proofs to make a brand brain tattoo, the reason the majority of companies don't use emotional proofs is because it's a "left brained, right brained" issue and that leadership teams are simply attempting to match and not exceed their competition. Since familiarity breeds assurance, there is simply no motivation to "be different." But aren't emotions fleeting? Why not rely at least in part on logical proofs. Is it about the brand, the bottom line or both?
You tell us - take the survey below:
You Tell Us - Take The Instant Survey: Is your branding strategy reliant on emotional or logical proofs? Do you tend to tell stories or show and explain data in sales, marketing and advertising literature?