Feel-good emotional ads bring people together, not tear us apart

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In these crazy divided times, where no one can seem to have a normal conversation, as we see brands choosing sides, and consumers aligning with the brands that choose their side. While about 20 brands have picked a side, not enough brands try to bring people together. Here are the best feel-good emotional ads that have the potential to bring us together.

emotional advertising

Emotional Advertising

Building emotion into advertising directly impacts a brand’s persuasion score

While brand leaders are always trying to find a winning claim, there is proof of a correlation between the feel-good emotions you create with both consumer persuasion scores and overall brand appeal scores.

Milward Brown advertising research finds a direct correlation between how involved consumers are in the ads with the degree of that feel-good emotional ads evoke in consumers. The chart shows that as the feelings go from low to medium to high, the scores for both persuasion and brand appeal also go up.

Coke: "I'd like to teach the world to sing"

This is the ultimate feel-good emotional ad. It grabs your attention from the opening verse and makes you feel good the whole way through. It is a true peaceful gathering with diversity from around the world. We could use an ad like this today.

To view, use the  ▶️  controls to play or volume buttons.

Dodge Ram: And god created a farmer

If you think this is just about farmers, you might be missing the point. The ad uses farmers to speak to all those who work hard and respect hard work. I would hope that a banker on Wall Street, a high school student studying for midterm exams, a Barrister in England, or a farmer would get this message, equally to the great farmers around the world. This feel-good emotional ad is a powerful message, with a lot of American patriotism thrown in.

To view, use the  ▶️  controls to play or volume buttons.

Google: Reunion

I love this feel-good ad. The first time I saw it was without the subtitles and it made complete sense to me. Even drew a tear without understanding a word.  If you want, you can turn on the Closed Captioning by hitting the tiny CC button at the bottom right of the video. Talk about bringing people together, this feel-good emotional ad brings together old friends–one from India and one from Pakistan–who have not seen each other in a very long time. I am quite sure a few people have lost friends over the last year. Such a shame. We need to find ways to come together.

To view, use the  ▶️  controls to play or volume buttons.

Advertising Decisions

The ABC's of Advertising: Attention, brand link, communication stickiness

Here are four questions to ask:

  • First, is it the creative idea that earns the consumer’s attention for the ad?
  • Then, is the creative idea helping to drive maximum brand link?
  • Next, is the creative idea setting up the communication of the main consumer benefit?
  • And, is the creative idea memorable enough to stick in the consumer’s mind and move them to purchase?

To illustrate, click on the ABC’s of advertising to see details.

The best Coke ads

Lessons from the best Coke ads of all time

Over the past 100 years, Coca-Cola has been the best advertising brand. Sure, Nike and Apple have battled for the best over the past 40 years, but they’d need to get to 2080 before challenging Coke. 

Coke ad

The best Apple ads

Learn from the best Apple Advertising of all time

Apple advertising has delivered “simplicity” since the 1970s. Apple’s advertising has been relatively consistent for over 40 years and incredibly connected with consumers. You could build an Apple case study on the advertising alone. So we did!

Apple the crazy ones Tv ad explaining the Apple brand

The bestNike advertising

30 years of 'Just do it'

Nike case study Kobe Air Jordan Advertising that sticks

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As a B2B marketer, you know that the key to driving growth is a strong brand. But how do you develop and execute a winning B2B brand strategy? Look no further than the B2B Brands playbook.

Prepare to think differently about your B2B brand strategy with B2B Brands. We want to challenge you with thought-provoking questions and take you through our process for defining your brand positioning. Our goal is to expand your mind to new possibilities for your brand by using real-life examples of successful B2B brand positioning strategies.

We’ll start by showing you how to create a brand plan that’s easy for everyone to follow, ensuring that all stakeholders understand how they can contribute to your brand’s success. Moreover, we guide you through the creative execution process, including how to write an inspiring brief and make decisions to achieve smart and innovative communications.

Finally, we’ll teach you new methods to analyze your brand’s performance through a deep-dive business review.

Our B2B Brands playbook offers a wealth of knowledge and insights, including B2B case studies and examples to help you learn new techniques. It’s no wonder that 85% of our Amazon reviewers have given us a 5-star rating. So, join us on this journey to unleash the potential of your B2B brand.

Take a read through our sample chapter on marketing decisions

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