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emotional

Does Your Brand Exude Meaning?

January 12, 2016 —

Does Your Brand Exude Meaning?

An emotive brand can’t simply advertise its way into being meaningful. It has to exude meaning at every opportunity. All too often brands seeking to appear more meaningful rely purely on tactical communications like an ad campaign. We are as likely as anyone to say, “that’s nice” after viewing an emotional commercial or a touching video on a company website. There’s nothing wrong with that, is there? Well, there can be. Sadly, these brands often come off as being superficial. They wear their feelings on their sleeves. And they use advertising to claim to be something...
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Five Key Differences Between Emotional and Emotive Brands

April 10, 2014 —

Five Key Differences Between Emotional and Emotive Brands

It’s not too hard to spot an emotional brand. It uses emotions tactically to either make people laugh or to gently tug at their heartstrings. These brands typically only do this through their advertising. Emotive brands are far more rare. These are brands that forge meaningful – and valuable – emotional connections through everything they do. So while someone may happily buy a brand based on its emotional advertising, they are likely to be left bemused when dealing with the emotional brand’s crass customer service people. The resulting brand dissonance will, no doubt, prompt them...
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Data Analysts Detect Pattens – Smart Brands Create Patterns

July 29, 2013 —

Data Analysts Detect Pattens – Smart Brands Create Patterns

The new won’t come from looking at past patterns. It will come from bold brands that create new movements, behaviors, and patterns in our culture. I came across the following comment left by “Jon P” in response to a blog post that pondered the difference between puzzles and mysteries: “The solution to most marketing problems can only be found within the irrational fears, and colorful impulses of your ideal customers. Because those are the things that drive purchases. “But data collectors and data analysts aren’t comfortable with messy stuff like that. So they go on pretending that the...
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