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In anticipation of the Apple’s announcement and rumored release of the iPads mini, we surveyed 2000 American consumers to gather some insights about what makes people more or less susceptible to Apple’s “Reality Distortion Field” Read more
The Intersection of Research, Branding, Marketing, Politics and Sociology
317 posts
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Building a Brand Based on Emotions: Desire for FreedomThere is a reason why marketing programs hyping “no contract,” “cancel anytime,” and “money back guarantee” are so popular. All of these messages allow consumers to make purchases without feeling trapped by long-term commitments. Try-and-buy programs are used by brands in many industries today in an effort to start relationships with consumers without requiring them to give up their freedom to back out if they’re not happy. Consumers value their freedom and demand it in more of their purchase decisions every day. Read more
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Building a Brand Based on Emotions: FearEveryone is afraid of something but regardless of what each individual might be afraid of, there is no doubt that fear sells. Since few products actually solve a person’s fears but rather placate fear temporarily, brands that effectively evoke feelings related to fear can establish long-term relationships with consumers who think they won’t be safe unless they keep buying the brand. Anyone who pays for any kind of insurance is proof that fear sells for a long, long time. Read more
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Building a Brand Based on Emotions: Desire for Instant GratificationIt all started with instant coffee, the Polaroid instant camera product, the Domino’s 30-minutes or less pizza guarantee, and the instant retail credit card at the register program. I’m talking about consumers’ desires for instant gratification and the creative brands, products, and programs that became integral to meeting those desires. Read more
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Building a Brand Based on Emotions: ControlMost people like to feel like they’re in control of their lives, futures, environment, and so on. Therefore, it makes sense for brand marketers to evoke emotions related to that desire for control through marketing messages and branded experiences. Those messages can be extremely direct, making it incredibly clear that the brand puts customers in control, or they can be very indirect, enabling consumers’ subconscious minds to latch onto a feeling of being in control — regardless of whether or not the consumer actually has any control in the brand relationship. Read more
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