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Feelings

Stronger Brand Building: Why Emotions Matter

January 6, 2017 —

Stronger Brand Building: Why Emotions Matter

Our brains encode emotional memories more forcibly than other data. Looking for the keys to stronger brand building? Want people to remember your brand in deeper and more enduring ways? Wish they would act more deliberately on your brand’s behalf? According to brain science, emotion is the key. I’ve long been preaching the idea that brands should generate a specific emotional aura as part of their every day brand experiences. I have urged them to evoke these selected positive emotions across the many interactions they have with people. My thinking has been that by evoking emotions within the...
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Is Your Brand Working to Positive or Negative Energy?

June 28, 2016 —

Is Your Brand Working to Positive or Negative Energy?

Strategies for addressing the energy of your business in good times and bad: We came across this interesting insight by John P. Kotter in his post entitled “To Create Healthy Urgency, Focus on a Big Opportunity” on the Harvard Business Review blog. “There are two basic kinds of energy in organizations. Energy triggered by a big opportunity, can create momentum in the right direction and sustain it over time. Energy based on fear or anxiety, might overcome complacency for a time, but it does not build any momentum or maintain it. Instead it can create a panic, with all the obvious negative...
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Emotion is Key to Driving Brand Loyalty

April 19, 2016 —

Emotion is Key to Driving Brand Loyalty

Brand Loyalty is deeply tied to emotional significance between people and brands. We all have products we use with little thought or consideration. In fact, truth be told, we have little feeling for most of the products we use every day. Indeed, if we were unable to find one of the meaningless brands we regularly buy, we would be more than happy to settle for another brand. After all, as far as we are concerned, very little separates one from the other. For some, there is no alternative But for some of the products in our lives, there is no alternative. This is because we have developed a...
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The Role and Impact of Brand Purpose

March 30, 2016 —

The Role and Impact of Brand Purpose

Brand Purpose I recently reread an older HBR blog post by Graham Kenny that details the difference between the increasingly popular idea of brand purpose and the traditional corporate drivers of vision, mission, and values. His conclusion echoes our beliefs about the role and impact of a company purpose: “If you’re crafting a purpose statement, my advice is this: To inspire your staff to do good work for you, find a way to express the organization’s impact on the lives of customers, clients, students, patients – whomever you’re trying to serve. Make them feel it.” Mr....
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Could Your Brand Ever Command as Much Loyalty as a Sports Team?

June 19, 2017 —

Could Your Brand Ever Command as Much Loyalty as a Sports Team?

Sports Fan Loyalty Brand Loyalty – a strong feeling of support or allegiance. At least once a year, my good friend wears the 40 year-old T-shirt of his favorite sports team. It’s too small. It’s faded and threadbare in places. It’s garish color looks terrible on him. It has a hole in the shoulder. But he loves it. It represents something that matters to him. His team. 40 years ago they won an NBA championship. Who knew at the time that it would take 40 years to get another chance? Over the decades, even though the team had highs and low, he still held out the hope that they could be...
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