The Intersection of Research, Branding, Marketing, Politics and Sociology
317 posts
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Building a Brand Based on Emotions: Love and BelongingRelationship brands like Harley Davidson offer the perfect benchmark for building a brand based on the emotions of love and a sense of belonging. Harley Davidson surrounds consumers with branded experiences that can be shared with other brand loyalists. Harley Davidson merchandise, online communities, and clubs are just a few examples of how the brand has created a sense of love and belonging among consumers. It’s a brand strategy that your brand can implement, too. Read more
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Building a Brand Based on Emotions: Desire to Get a Good DealMost consumers want to feel like they’ve gotten a good deal when they make a purchase. Getting what is perceived as a good value for the money is a universal desire that is rooted in consumers’ psyches. In other words, whether a consumer consciously or subconsciously evaluates the value for the money relationship when making a purchase, the fact is that the analysis does affect purchase decisions. Read more
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Building a Brand Based on Emotions: GuiltGuilt is a powerful emotion that can come in many forms. Whether you feel guilty that you work too much and don’t spend enough time with your family or you feel guilty that you ate that extra helping at dinner, it’s an emotion that can affect your purchase decisions. Therefore, it’s not surprising that guilt is also an extremely powerful emotion to tap into for advertisers and marketers trying to sell products and services. Read more
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Building a Brand Based on Emotions: CompetitionCompetition is something that most people feel at some point in their lives. Feeling like you need to compete with your siblings, colleagues, friends, and even strangers is universal. Today, “keeping up with the Joneses” and tapping into the feeling that people need to compete with one another is an effective marketing technique. Feeling the need to be better than others motivates consumers to purchase everything from specific brand jeans and cars to big screen televisions and gadgets. These days, it’s even important to have the right kind of coffee in your cup. Read more
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![Smartphone Market 2012-2013 [Infographic]](http://aytm.com/blog/wp-content/uploads/2012/09/Smartphone_Market_featured_image.png "Permalink to Smartphone Market 2012-2013 [Infographic]")
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Smartphone Market 2012-2013 [Infographic]With the recent announcement and subsequent release of the iPhone 5, we surveyed 600 American consumers to gather some insights into the current smartphone market. Read more
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