The Intersection of Research, Branding, Marketing, Politics and Sociology 317 posts

Building a Brand Based on Emotions: Desire to Be Trendy and Cool

Posted by Susan Gunelius

The feeling of desire can be used in a wide variety of ways in emotional branding. One of the most common is the desire to be trendy and cool. Brands in many categories tap into people’s desires to keep up with the latest fads or seem interesting, relevant, and timely to others. For many people, the desire to be viewed as cool by peers isn’t something that fades after high school, and that’s why it’s so effective when brands appeal to consumers’ needs to be perceived as cool in advertising and marketing. Read more

Building a Brand Based on Emotions: Trust

Posted by Susan Gunelius

Trust is one of the most common emotions tapped by marketers to sell products and services. Whether a bank is telling consumers they can trust their money with the institution or an e-commerce website is telling consumers they can trust that their financial transactions will be safe when they make a purchase through the site, trust is a strong emotional benefit that drives sales. However, with the emotion of trust comes heavy consumer expectations and requires strict adherence to consistency from the brand. Let’s take a closer look. Read more

Building a Brand Based on Emotions: Security

Posted by Susan Gunelius

Building a brand based on emotions is a powerful way to motivate people to purchase your products and services, and selling a feeling of security as an emotional benefit of making those purchases is a great way to do it. In fact, the emotion of security is so effective in selling products and services that many companies launch product tie-ins with the phrase “peace-of-mind” in the product name. Have you ever purchased a car or electronic device and been offered a peace-of-mind guarantee or a peace-of-mind protection plan? Selling a sense of security can add even more revenue to a company’s bottom-line. Read more

Building a Brand Based on Emotions: A Lesson in Brand Strategy

Posted by Susan Gunelius

People are ruled by their emotions. Yes, practical minds can affect consumers’ decision-making processes, but more often than not, some type of emotion is the catalyst to a purchase. That’s why a brand strategy that focuses on building a brand based on one or more emotions is critical to brand success. However, emotional branding isn’t as easy as picking an emotion, creating an ad, and watching the sales roll in. Read more

In Anticipation Of The New iPhone [Infographic]

Posted by Lev Mazin

To uncover U.S. consumers anticipation of Apple’s expected launch of their next-generation iPhone we surveyed 3,000 Americans, of which 22% are already iPhone owners. Read more