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Emotional Marketing: How To Build Brand Equity Through Heart Connections
Why brands need to emote more.
I am constantly being bombarded by advertisements. Everywhere I look or listen, there’s an ad playing in the background. But I’m not alone. Look in your inbox. I’m pretty sure you’ll find tons of attempts at getting your attention too.
Why do we respond to some advertisements and not to others?
What Ads Get Our Attention And Why
Ads that go beyond facts and figures and tell a story are what we naturally gravitate towards. People love stories. When we are invested in the story, we’re more likely to invest our dollars. Ads that make us think, chuckle, or sniffle, cause us to investigate further and learn more.
Effective advertising makes us “feel” something. It invites us to act or choose to walk away.
And here’s the craziest part.
They don’t always even mention specific products!
Proctor & Gamble is a great example. In 2010, P&G began running the “Thank You Mom” Campaigns. The ads followed the athletes of the Olympics as they grew into their Olympian selves. Mom was right…
