Because buyers are less interested in how pretty a product is and more interested in how a product will affect their lives, the way marketers deliver a brand’s message has shifted. Savvy marketers are focusing on emotional branding: the idea that appealing to a customer’s mind is the most effective way of provoking a positive response to a product offering. Marketers are going far beyond the promotion and selling of products and services; marketers are positioning these products and services in such a way that the buyer clearly understands how their lives will be improved.
Effective emotional branding can help marketers deliver a clear message to buyers about how a product or service can improve everyday living. The following four tips can help any marketer who is new to emotional branding get started.
