This blog provides practical information on brand research, strategy and positioning. It also covers brand equity measurement, brand architecture, brand extension and other brand management and marketing topics.
Friday, October 28, 2016
How does it make you feel?
Think about how different people make you feel. You might love to get together with one person because you feel understood and validated by her. You might enjoy another person's company because he always makes you laugh. Another person might make you feel inadequate or insignificant. Another person might anger you. You might be completely fed up with another person's self-centeredness or his BS. While someone else might completely entrance you with her amazing stories. You might look forward to seeing someone else because he completely stimulates your intellect. While another person might bore you because he never has anything new or interesting to say.
Brands can have the same effect on people. Because they take on human qualities, they will likely evoke certain emotions. Can you trust the brand? Does the brand tell engaging stories? Is the brand affirming? Does the brand make you feel good about yourself? Or does it make you feel bad about yourself? Does the brand provoke fear or anger? Is the brand charming? Does it make you laugh? Is the brand interesting enough to hold your attention?
Consider the Dove brand. How does it make the average woman feel? Consider GEICO? How does that brand make you feel? Lululemon? How about the Trump brand? The Ritz-Carlton brand? The United Airlines brand? The Harvard brand? The Under Armour brand? Wegmans? You get the idea.
Advertising campaigns and the actual brand experience can go a long way in evoking specific feelings.
A question the brand manager should always ask is, "How does our brand make you feel?"
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