Consumers’ tastes are increasingly fickle but their emotions are reassuringly familiar. Thus, the emotional bonds brands need to forge with loyal and new customers have become more of an imperative with the mass proliferation of channels and competitors. We anticipate something, we talk about it, we celebrate it … and we feel it.
The irrefutable scientific and business evidence is there. The more we have come to understand the brain, the more we appreciate how emotion has such a powerful effect on behaviour.
This is the new context for advertising – feeling as much as buying, the former influencing the latter. A sense of belonging, that creative advertising with emotional power can engender.
Most responses to any communication are primarily emotional. Clients need to understand why hearts are a more attractive proposition than minds. Our emotional brain operates five times faster than our rational one. Emotions drive purchase decisions. Don’t make someone think about how fast your car can go or how soft the leather is. They’re great attributes but secondary to what makes great advertising. Safety, security, excitement, adventure and other emotional attributes are what influence people.
If you want to truly stand out, not only do you need to pick emotional territory that your consumer can bond with, you need to pick an attribute your competitive set doesn’t also own.
Today, consumers are more sceptical and less loyal. So brands must give customers reasons to stay, not reasons to leave. Appealing to emotions is often the most effective way of doing so.