Emotional branding is the relationship between a brand and its consumers around a consumers‘ key interest or passion.

1. EMOTIONAL BRANDING

2. Much of the branding and marketing processes we
know and do now are culled from the work of Jack
Trout Positioning – The Battle For Your Mind. And
from this also originated Positioning statements as a
way of communicating brand propositions and benefits
to customers e.g.

3. Starbucks - there is nothing else like the
Starbucks experience, a real indulgence,
everyday.
Volvo - For upscale American families,
Volvo is the family automobile that
offers maximum safety.
And these are all product – centric

4. Emotional Branding?
What is it?

5. The term - Emotional branding –
has been used since the 80s but
Marc Gobe’s book Emotional
Branding – A New Paradigm For
Connecting Brands to People
brought this term to the fore as
the new way of marketing
brands and moving from
products to people.

6. http://www.youtube.com/watch?v=yTiEzRIBqq8

7. Emotional Branding refers to the focus of
building brands by way of connecting a brand
proposition and purpose to people's
emotional need states and aspirations.
This approach to brand marketing puts acknowledgement of
people before the communication of product/service
specifications and/or benefits.

8. Emotional branding is the relationship between
a brand and its consumers around a consumers‘
key interest or passion. Knowledge of this
comes, not from the product or its features, or
service it provides or the need it fulfills, BUT
from a deep understanding of the consumers
that use the brand - their likes and dislikes,
concerns and needs, hopes & aspirations and
interests.
- Joy Abdullah
LinkedIn

9. What is the difference between Emotional
Branding and Conventional Branding?
• In CB, purchasers buy products and/or services; in EB, people live and
experience
• In CB, purchasers have needs; in EB, people desire
• In CB, purchasers make functional and rational decisions: they choose; in
EB, people feel and rely on their senses: they prefer
• In CB, the talk is about Brand identity; in EB, it's about Brand personality
• CB focus on communication and on telling; EB focus on dialogue and on
sharing
• In CB, honest service level is important; in EB, it’s all about trusted
relationship

10. How do you create an
emotional brand?

12. The Age of the Self Reliant Consumer
• Less reliant on others opinions
and recommendations.
• Wants benefits, not features.
• Stressed for time.
• Tired of “data overload”.
• Wants just enough information to
make an informed decision and
get on with life.
• More rational.
• Better informed
• More discerning.
• More frugal
• More innovative and has a DIY
personality

13. How do you
this consumer?

14. • How do you get him interested?
• How do you get him to consider a purchase?
• How do you continually reinforce that his purchase decision was
absolutely the right decision, the “winning” decision?
• How do you create a loyal customer who will want to continue to buy your
product and/or is most receptive to cross selling and value added
purchases?
• How do you create a brand ritual so that your brand becomes part of his
life?
• How do you get him to be your cheerleader?

15. http://www.youtube.com/watch?v=a7V0C_bfVXY

16. You have to move from being a
to being a

17. A Lovemark is
a product, service or entity
that inspires action &
loyalty beyond reason

18. COMPONENTS OF LOVEMARKS
1. LOVE- It is about:
 Profound sense of attachment
 Who & what we love – whatever turns us on.
 Time & history – Love takes time
 People love people, experiences, arts, the objects we buy or exchange
 People love objects that defines who they are and where they stand.
 Our possessions add meanings to our lives. That’s why we buy, exchange, treasure and
possess them.
 We wrap our imagination around them. We express ourselves through them. We make
them into what we care about.
Love is about action. It’s about creating meaningful relationship. It’s a
constant process of keeping in touch, working with consumers and
understanding them

19. RESPECT
Rides on Performance, Reputation and Trust as its organising principles.
Love needs Respect.
Without Respect, Love will not last – it will fade like all passions and
infatuations.
You need Respect to go the long haul.

20. BRANDS
High Respect
Low Love
PRODUCTS
Low Respect
Low Love
High Love
High Respect
FADS
High Love
Low Respect

21. To build a Lovemark be prepared to …
Maintain some
mystery by
giving people something
to discover
Play to people’s
senses … help
them feel something
about your brand
intimate
Be
…
take the time to
understand what matters
to them and then reveal
what matters to you

22. PERFORMANCE
Innovation
Quality
Service
Identity
Value
TRUST
Reliability
Honesty
Ease
Openess
Security
REPUTATION
Leadership
Responsibility
Efficiency
Heritage
RESPECT
+
Sensuality
42
Being Intimate
45
LOVE
=

23. "I've learned that people will forget what you
said, people will forget what you did, but
people will never forget how you made them
feel."
Maya Angelou
People like Facebook. People use Facebook.
People love Instagram. It is my single most-used
app. I spend an hour a day on Instagram. I have
made friends based on photos they share. I
know how they feel, and how they see the
world. Facebook lacks soul. Instagram is all soul
and emotion.
Om Malik

25. just be yourself and hope that they see
the value of your worth, all you can
be is yourself, pretence will only fool
for so long. stand up with confidence.