How to make people fall in love with your brand - and why....

A brand wants to evoke good feelings within the customer, because when it does, it is more likely to get a long term loving relationship with the market. Love is money!

Several studies have shown that an emotional approach will bring more business to brands. The authors Hamish Pringle and Peter Field studied data from 1400 case studies of successful advertising campaigns, in their book “Brand Immortality” and found hard proof for this theory.

When they compared the profitability boost of campaigns that relied primarily on emotional appeal with those that used rational persuasion and information, there was a clear bias for emotional values. Campaigns with purely emotional content performed about twice as well as those with only rational content (31 percent versus 16 percent), and a little better than those that mixed emotional and rational content (31 percent versus 26 percent). (Picture from http://www.neurosciencemarketing.com/blog/ absolutely fabulous blog...)

According to another study made in a supermarket, three out of four customers bought drinks based on how they felt about the brand, rather than how the drink actually tasted. The quality of the product and other concrete factors had much less influence than people’s emotional attachment to their product as a brand. Jon Morris, president of Adsam, the research company who conducted the study concludes: “Emotions are twice as important as “facts” in the process by which people make buying decisions.”

Studies from the research company Millward Brown prove that emotional ads both make us more aware of a brand and more involved in its message. Emotionally powerful ads that people like are more memorable, and when an ad is memorable and emotional it generates more sales. Ads that people like are almost twice as likely to see a sales effect, compared to ads that people don´t like.

psst... Much more in my book Love Branding. Buy it from http://www.love-branding.com/