emotional branding – a cheap makeover or the revelation of self?

Thinking about and researching emotional branding today.

The role of emotional state in brand perception and loyalty has been proven in several studies, with the fundamental premise that emotional thinking is faster, therefore proceeds and frames logical, cognitive thought. Also that cognition drives conclusions whereas the parts of the brain that register emotion drive action. Presumably sales in this case.

The human need to make decisions on an emotional basis has also been clearly shown, driven by:

• Increasing selection and commoditisation making choice both more time consuming and difficult. People use emotional linkages to brands (such as loyalty) to increase the speed of selection.
• Increasingly technically complex product decisions. Emotional connection is again used as a surrogate for cognitive understanding, with different brands eliciting different perceptions of trust, competence and quality.

The thing is – who in marketing and business actually walks the walk?

Many people pay lip-service to concepts such as emotional branding and Lovemarks when discussing brand with peers. However, how many organisations or brand experts have really identified what this means beyond a list of principles? There are emotional tactics used in advertising, events and communications – but is this overt yanking of emotional levers? Or a true revelation of their brand and its essence as an authentic start to creating a dialogue and relationship with customers?

There is a large gap between words and actions particularly in this space, and also recent revelation in thinking. This could be driven by corporate short-term profit imperative and the fear instilled in many organisations from the risk entailed by being authentic.

However, I believe- no risk, no reward. If a company is afraid to reveal their essence and start an authentic converstaion with consumers as a starting point for real connection – that is a fundamental weakness of that company that will eventually need to be addressed once the company drifts to commoditisation.

It would be great to hear about examples where an organisation actively considers emotional connection with their brand, internally and externally. Comment and let me know your thoughts!

(20 Jan, 2009)