Playing to win in the right EMOTIONAL space

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How loved is your brand?

We believe a brand’s source of power comes from the emotional feelings that it generates with consumers. In the consumer’s mind, brands sit on a Brand Love Curve, with brands going from Indifferent to Like It to Love It and finally becoming a Beloved Brand for Life.

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At the Beloved stage, demand becomes desire, needs become cravings, thinking is replaced with feelings. Consumers become outspoken fans. The farther along the curve, the more power for the brand. It is important that you understand where your brand sits on the Love Curve and begin figuring out how to move it along towards becoming a Beloved Brand. With the power of connection, the brand can leverage that power into increased growth and profits.

Too many times, Brand Leaders ask their agency for emotional advertising, without even understanding what emotions they want. Usually the same Brand Leader is handing their agency a brief and a brand positioning statement that is strictly functional. And somewhere on that same brief, we see a very usual tone of “trusted, reliable, liked, authentic and optimistic”. You should realize that when you can’t figure out the emotional zone to play in, brands end up with these words on the brief. We will show you below that trust, smart, optimistic, liked all play in different emotional zones. When you tell the consumer too many things, they shut you out as a confused brand they can’t figure out.

Just as Brand Leaders should look to own one rational benefit, they should also own ONE emotional benefit. Before asking your agency to make you an emotional ad, do the homework to understand what emotional zone you can win.

Start with the Consumer and Map out their Emotional Insights

Beloved Brands know who their customer is and who it is not. Everything starts and ends with the Consumer in mind. To demonstrate knowledge of that target, defining consumer insights help to crystallize and bring to life the consumer you are targeting. The dictionary definition of the word Insight is “seeing below the surface”. Positioning 2016.019When insight is done right, it is what first connects us to the brand, because we see ourselves in the story. We see an ad and say “that’s me”. The best way to get consumers motivated is to tap into their need states, by understanding what frustration points they may have. We call these consumer enemies. While products solve regular problems, beloved brands beat down the enemies that torment us every day. What are your consumer’s frustration point that they feel no one is even addressing? To paint the picture of our consumer target, you should use Consumer Insights to help to crystallize and bring to life the consumer you are targeting. The dictionary definition of the word Insight is “seeing below the surface”. Too many people think data, trends and facts are insights. Facts are merely on the surface—so they miss out on the depth–you need to bring those facts to life by going below the surface and transforming the facts into insights. Insight is something that everyone already knows and comes to life when it’s told in such a captivating way that makes consumers stop and say “hmm, I thought I was the only who felt like that”. That’s why we laugh when we see insight projected with humor, why we get goose bumps when insight is projected with inspiration and why we cry when the insight comes alive through real-life drama. When Consumer Insights are done right, we get in the shoes of the consumer by starting the insight with the word “I” and we use the voice of the consumer by putting the insight in quotes.

Finding your brand’s emotional benefit

The best way to work the Consumer Benefits Ladder is to hold a brainstorming session with everyone who works on the brand so you can:

  • Leverage all the available research to brief the team, helping define the consumer target and get all the consumer insights and need states out.
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  • List out all the features that your brand offers, and the brand assets it brings to the table. Make sure that these features are competitive advantages.
  • Find the rational benefit by putting yourself in the shoes of the consumer and seeing the brand features from their eyes: start asking yourself over and over “so if I’m the consumer, what do I get from that?”. Ask up to 5 times and push the answers into a richer zone.
  • Then find the emotional benefit by asking “so how does that make me feel?” As you did above, keep asking, and you’ll begin to see a deeper emotional space you can play in and own.

This tool is designed to get you out of talking about yourself (your claims) and gets you talking about what the consumer gets (the benefits)  For instance, no one really cares that a golf club has 5.7% more torque. When you ask what do i get from that, the better answers are longer drives or lower scores or winning a tournament. These are rational benefits. When you ask how does that make you feel, the emotional space is confidence and optimism. This is the emotional benefit. Below, we lay out 3 examples of how to turn your feature into a rational benefit and then an emotional benefit.

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People tend to get stuck when trying to figure out the emotional benefits. It seems that not only do consumers have a hard time expressing their emotions about a brand, but so do Brand Managers. Companies like Hotspex Research have mapped out all the emotional zones for consumers. I’m not a researcher, but if you’re interested in this methodology contact Hotspex at http://www.hotspex.biz  Leverage this type of research and build your story around the emotions that best fit your consumer needs.  Leveraging the Hotspex work, we’ve mapped out 8 zones in a simplistic way below:

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Within each of the zones, you can find emotional words that closely align to the need state of the consumer and begin building the emotional benefits within your CVP.  It almost becomes a cheat sheet for Brand Managers to work with.  How it works is when you figure out which ONE emotional zone you think your brand can own, and just like a rational position, you can’t try to own them all.

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Examples of bringing emotion to life

If we think of the world’s leading  companies, Apple owns Freedom while Google owns Knowledge and they are at their best when they stick to those positioning statements.

Here’s how well Apple has brought “Freedom” to life.  You’ll not really hear any functional benefits within this type of Ad.  Poetry matched against the beauty of the world is a perfect demonstration of FREEDOM–making Apple seem interesting, exciting and alive.

While knowledge might sound boring, by sticking to that strategy, here’s how well Google has done. Embedded within the story line, Google is used as an enabler of knowledge–making you smarter, wiser and competent.

 

At Beloved Brands, we run a workshops on how to find your Brand Positioning. Click on the Powerpoint presentation below:

 

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management.

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution.

To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911. You can also find us on Twitter @belovedbrands.

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Graham Robertson

Graham Robertson is one of the voices of today's brand leaders. As the founder of Beloved Brands, he has been a brand advisor to the NFL Players Association, Shell, Reebok, Acura, Jack Links and Pfizer. He's helped train some of the best marketing teams on strategy, brand positioning, brand plans and advertising. Graham's purpose is to use is marketing experience and provocative style to get marketers to think differently about their brands, and to explore new ways to grow. Graham spent 20 years leading some of the world's most beloved brands at Johnson and Johnson, Coke, General Mills and Pfizer, rising up to VP Marketing. Graham played a significant role in helping win Marketing Magazine's "Marketer of the Year" award. He has won numerous advertising and innovation awards including Businessweek’s best new product award. As a keynote speaker, Graham shares his passion for brands to challenge and inspire marketing minds around the world, whether speaking at Advertising Week, or at the NBA Summer League, or to a room full of marketers in Bangkok Thailand or an agency in New York. He's been a guest writer for Ad Age, and his weekly blog stories have reached millions of marketers, who are trying to improve their skills. His new book, Beloved Brands, has launched with rave reviews. Many brand leaders are using this book as a playbook to help build the brand they work on. And, it serves as a brand management textbook for business schools in the US, Canada and the UK. Graham’s personal promise is to help you solve your brand building challenges, to give you new thinking, so you can unlock future growth for your brand.

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