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Brands: The Power of Emotion

By: Steve McKee. Brands: The Power of Emotion. Sarah Keyzers , Daniel Callahan, Jake Spacek. The savviest marketers understand that successful products appeal to the heart, not the mind

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Brands: The Power of Emotion

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  1. By: Steve McKee Brands: The Power of Emotion Sarah Keyzers, Daniel Callahan, Jake Spacek

  2. The savviest marketers understand that successful products appeal to the heart, not the mind • The best marketers have always known instinctively that emotions--and not rational benefits--are what drives brand loyalty, longevity and profits. • “A feature can always be matched. A claim can always be mimicked. But an emotional sweet spot is something your brand can occupy all by itself”. –Steve McKee Connecting Emotions to Brands

  3. People seek to be like their role models • Micheal Jordan, Tiger Woods • Emotions always play a role in the buyers decisions • Associated particular products to the particular feelings • Nike, Coach What's Driving the Purchase Decision?

  4. Tactics of emotional branding have evolved over time as consumers have become more sophisticated • Example: McDonalds uses emotional slices of life • People still respond to emotional appeals • Statistics may be correct, but the stories ring true. More Sophisticated, but Still Emotional

  5. Too many advertisers fall for "fallacy of rationality." • Not every purchase is done logically • People make decisions emotionally. They decide based on a feeling, need, or emotion, not though a logical thought process. That’s why intangible benefits are the keys to persuasion. The Feelings Behind the Purchase

  6. All brands, and all products—no matter the industry—can leverage the power of personality to strengthen their appeal • Brands that face a high degree of competitive parity understand the entry to effective differentiation is through the personality door • Example: Coke Brand : • Featuring the defensive lineman "Mean" Joe Greene from the Pittsburgh Steelers professional football team and a twelve-year-old boy, Tommy Okon. • Aimed at the young and young-at-heart • Most famous Coke commercials, captivating audiences Keep an Eye on Your Emotions

  7. http://www.businessweek.com/smallbiz/content/nov2007/sb2007118_797874_page_2.htmhttp://www.businessweek.com/smallbiz/content/nov2007/sb2007118_797874_page_2.htm http://www.spike.com/video/mean-joe-greene-coca/2423869 http://www.youtube.com/watch?v=8VdG8eCxors http://www.copyblogger.com/psychological-selling/ Youtube.com Sources

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