Yes, indeed! However the “when” depends on the level of maturity the brand has achieved in the marketplace.
There is a mix of opinions among marketers as to whether a brand messaging should be emotional or stay rational/functional or a combination of both. It is known that the brand should always and at all touching points communicate the value add or benefits to consumers.
“According to a survey from the Association of National Advertisers (ANA) just 38% of surveyed marketers say their messaging conveys the emotional benefits of the brand—despite marketers' belief that brands should be more evenly balanced between rational/functional (48%) and emotional benefits (52%).”
So here comes my rationale.
Is it that when a brand is already well recognized among consumers, it has the luxury of incorporating emotions into its marketing messaging? I believe so.
Let’s take for example, AT&T and their advertising campaign that runs every day on TV named Rethink Possible.
In 31 seconds AT&T tells a story where fate plays a definite role. Fate and an instant decision which is enabled by a fast 3G Internet network. This is the feature highlighted; however viewers get seduced by the idea of where the 57th president of the United States came from. It was genius!
When brands have made enough imprints in consumers’ minds, emotional messaging will work just fine and very effectively. Consumers feel familiar with the brand so they are open to connect and receive messages beyond just profiling the product’s features.
At the end of the day, if the brand is mature enough, emotional messaging may get consumers’ attention and a call to action.
It's the same as with relationships... Can you be emotional the first time you meet someone? Probably not. Can you afford being emotional if you are trying to make a sale over the phone... I suppose not. You have to first work in letting the customer know you. However, if the brand, as you state, is already recognized and does not have to invest on the brand awareness side, emotional connection with the consumer is the next "right" step. Of course, the product and message have to merit it. Emotional, too, can be being funny or quirky. I suppose that by emotional you mean any more intimate connection with the customer. Who deserves it and who doesn't? I guess it's a case by case. Entire industries, such as the case of insurance, have taken that road... and with great results. I guess it's an art. Good talking to you! Ani
ReplyDeleteAni, thanks for your insightful comment. You are right in that emotional pertains to the intimate connection with the consumer. I liked the parallel you made with relationships. At the beginning you show the best features and benefits as a natural way to engage your partner. Great reading you! Stay tuned for my Spanish version!
ReplyDeleteElena
Agreed, brand awareness can allow unralated to product efective slogans even if they are not at all a benefit of the product. I guess the relation can be made when the brand is percieved as good and the recalled emotion is also percived as good. Nevertheless i guess attempts to introduce brands with slogans that recall emotions as introduction of a brand could still be valid if the product is related to the emotional slogan, as a silly example:
ReplyDeletea Soap named "honeymoon" slogan "prepare to relive the night"
Very interesting comments... I agree completely with them...also, could it be possible...that the more "unnecessary" or superfluous is the product (e.x. cigarretes,alcohol,jewelry,perfums,etc) greater the need for the marketing strategy to base the image of the product with a positive range of emotions?
ReplyDeleteInstead of a comment I found worthwhile to post a Can Brands be Emotional part 2, based in your valuable comments.
ReplyDeleteGala, very interesting comment. You are right. Actually, the way the cigarretes got into women's hands is absolutely genius. It is going to be part of a next posting about the history of public relations. Thanks!
ReplyDeleteI can't wait to hear the story about "...the way the cigarretes got into women's hands..," I knew there was somebody I could blame for this bad habit... after all this years!
ReplyDelete