orc2013 emotional branding (slideshare)
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- 1. Emotional branding Judi Samuels [email protected] @chieflemonhead
- 2. Target Canada creates an emotional brand connecting with grassroots neighbourhoods on a grand scale! http://sqz.co/f5KQq84Over 2,000 peoplevisit the Target inMilton, ON on openingday a Tuesday!
- 3. Allow the brand to be human think of the human traits. Think of the people who breath life into your brandNot personifying the brandHumanizing the brand
- 4. EMOTIONAL BRANDING Judi Samuels [email protected] @chieflemonhead
- 5. Traveling is not about things, its aboutdiscovering places that have meaning &meeting the people that shape those places
- 6. A destination without peoplesomewhat loses its appeal despitethe mystery.
- 7. But adding even one personconnects you closer to the brand, tothe culture to the people whotransform a place into a country, acity.
- 8. Who are these destinations?
- 9. People will forget what you said; peoplewill forget what you did; but people willnever forget how you made them feel Maya Angelou
- 10. science of emotions Not a direct & simple response to stimuli (like an eye blink) Composed of two parts: evaluation of stimuli physical reaction to stimuli Trigger behaviours & often lead to other emotions
- 11. You see, you feel, you like, youbuy you like again, you buy more.The emotional roller coaster is real!
- 12. Emotions Loyalty
- 13. Brand loyalty is more than simply repurchasing. Itis defined by the consumers willingness torepurchase, evangelize and defend a brand
- 14. These 2 brands have such ferventloyal fans that communities are builtaround the brand not just about atopic.
- 15. Why does it matter?
- 16. 21% of the population identifies as being brandloyalBrands with a stronger market of brand loyalcustomers commands an average of a 23% pricepremium over other brands in the same industry McKinsey Quarterly & Gallup
- 17. How can we trigger emotional loyalty? Fervent brand loyals?triggers
- 18. Plutchiks Wheel, 1996
- 19. lesson #1understand context
- 20. Dove connects its brand to theiraudiences view of self-esteem
- 21. roi
- 22. Year over year 6% increase in dollar sales 5% increase in unit salesMonth over month 2% increase in dollar salesOver 1 million women visited the campaignwebsiteValuable media attention#1 selling soap in the US
- 23. This was the goal for the campaignredefine beauty
- 24. lesson #2relevant content
- 25. The Canadian Tourism Commission offers a roadmap to Canadian tourism operators for content creationnine traveler types
- 26. Connect the roadmap for content to the context of your audience for a winning formula create an emotional bond. Authentic Experiencer Cultural Explorer Cultural History Buff Personal History Explorer Free Spirit Gentle Explorer No Hassle Traveller Rejuvenator Virtual Traveller
- 27. Extend your connection beyond thetrip itself how do you stayconnected with your guests?
- 28. Emotional bonds are precious Donot make a promise you cannotkeep. Offer your value, connect toyour audiences context and deliver!
- 29. lesson #3care
- 30. To be yourself in a world that isconstantly trying to make yousomething else is the greatestaccomplishment Ralph Waldo Emerson
- 31. Gravenhurst:No weight restrictions.Mary, the MOD greets your pets &understands the family connection!
- 32. the beatsHumanize your brand, your destinationTravel is about an emotional experience & human connectionEmotion leads to loyalty & loyalty drives valueEmotion offers nuances & depth
- 33. in shortUnderstand your guests context. Leverage the convergence between your brand & their context.Create & deliver relevant content. Connect on an emotional level & deliver on your promises.And, care. Care deeply. Care genuinely. And make sure your teams deliver the love.
- 34. EMOTIONAL BRANDING Judi Samuels [email protected] @chieflemonhead