Read moreAn analysis of 55 US corporations found that brands that grew differentiation between 1993 and 1995 also grew operating profits significantly more than brands that failed to grow differentiation, and more than brands that merely increased salience.
The effects of emotional branding strategy
Emotionally based campaigns are not only more likely to produce very large business effects, but also produce more of them, outperforming rationally based campaigns on every single business measure.
Les Binet, an econometrician and business analyst, analyzed the 25 years and 1000-plus cases on the UK IPA Effectiveness Awards database
Brand Positioning linked to Profits
An analysis of 55 US corporations found that brands that grew differentiation between 1993 and 1995 also grew operating profits significantly more than brands that failed to grow differentiation, and more than brands that merely increased salience.
-Du Pleiss, Advertising Likeability, Admap, UK, October 1998.
Brands deliver loyalty, flexibility, value…they do this by connecting products and services to emotions.
People are emotional beings.
They feel first, think second.
Feelings affect rational thought.
Most purchase decisions are emotional, justified with rational thought later.
In 2002 Daniel Kahneman of Princeton was awarded the Nobel Prize for Economics. His work, for the first time, recognized that it’s the power of emotions and a person’s psychological makeup that are the key determining factors in buying behaviour.
Read moreBrand will become the most powerful strategic tool since the spreadsheet
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