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emotional connection


Emotional and Meaningful Brand Connections Matter Right Now

Emotional and Meaningful Brand Connections Matter Right Now

The Time for Emotion and Meaning Is Now Battling the arduous winds of COVID-19 will take more than a shift in your communications. It will require a real change in behavior. Right now, people are experiencing a whole slew of complex and contradictory emotions. Some of these feelings are ephemeral and are changing every day; others like uncertainty are staying around for the time being. So to truly connect with people where they are, you have to speak their emotional language. That’s why having your brand behave in a more emotionally charged way and putting the focus on building truly...
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Creating Meaningful Brand Connections

Creating Meaningful Brand Connections

Creating Meaning by creating more meaningful brand connections In our latest white paper, “Transforming your brand into an emotive brand”, we introduce a number of key drivers of our thinking, including the notion of “Meaning/meaningful brand connections”. In our white paper we top-line this key driver in this way: Emotive and meaningful brands strive to operate at a higher level than conventional brands. They act, interact, and react in ways that make every moment emotionally meaningful. Your customers and employees are left feeling more secure and connected. They...
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Brand Campaigns Talk to the Heart During Olympics

Brand Campaigns Talk to the Heart During Olympics

We are an athletic bunch here at Emotive Brand – we are triathletes, marathoners and mountain bikers, just to name a few. So it’s not surprising when we gather round the lunch table each day that we’re talking about the Olympic games. And the inspiring accomplishments of the world’s best athletes. But aside from our passion for sport – and competition – we haven’t lost sight that we are in the branding business. And we’ve been paying close attention to the Olympics-inspired brand campaigns and the emotional themes that are resonating during the Games. The landscape has changed...
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Brand Decisions: Rational, Emotional, or Both?

Brand Decisions: Rational, Emotional, or Both?

Brand decisions come down to neuroscience? Neuroscience is telling us that every “rational” decision is surrounded and influenced by emotions. So what does that mean for brands? Brand decisions are neither rational or emotional – they are invariably both. But how do you work with an insight like this? How do you bring an emotional dimension to your brand, especially if today it is emotionally neutral? How do you change the behavior of your brand – and the people behind it – so that every interaction is either striking, or responding to, a relevant emotional...
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Build a Stronger Business by Embracing Your Brand’s Hidden Truths

Build a Stronger Business by Embracing Your Brand’s Hidden Truths

Behind every brand there stands a set of as-yet realized or evergreen truths. These truths have the power to change the way you, and everyone vital to your brand’s success, think, feel, and act with respect to your brand. These truths emerge when the many things your brand does are seen in light of their meaningful outcomes. This means analyzing the actions, attitudes, and behavior of the organization. It also means assessing the organization’s policies and procedures. In each case, the search is for the positive and meaningful outcomes that result. Not only true, but meaningful...
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