It is well known that brands cross the barrier of rationality and live in emotional territories. In the same way, the decisions we make every day follow a common pattern that is much more instinctive and impulsive than rational.

Some studies indicate that 80% of the factors influencing the purchase are emotional, while only 20% are rational, even in B2B environments. The characteristics of the products or their benefits are simply a basis for the justification of the final decision, but the original motivation is basically emotional. Emotions are also involved during and after the purchase, connecting the brand with the hearts of customers.

Already in 2001, Marc Gobé , author of the well-known “Emotional Branding”, exposed the value of emotions in the construction of relationships between brands and people. According to Gobé, emotional branding focuses on the most relevant aspect of human character: the desire to transcend material satisfaction to experience emotional fulfillment, where brands are the lever that activates human impulses and motivations.

What exactly are emotions?

Everyone knows what emotions are, at least until they have to describe them. The usual definitions are linked to lists of characteristics, according to which we can say that emotions are complex reactions that we experience as a result of our interactions with the environment. They involve psychological, behavioural and attitudinal changes, as well as subjective experience.

Emotions can be related to objects, memories, spaces and, of course, brands; And they can be positive but also negative. Some are innate or primary, such as love, care, joy, surprise… Others are considered secondary and are learned through experience, such as pride, sympathy, shame…

Measuring emotions. Emotional Branding

Emotional connection is the main indicator of a strong brand, beyond notoriety and relevance. But despite the importance of emotions, traditional techniques for measuring brand value have relegated the quantification of emotions to the funnels of notoriety, consideration, preference, loyalty, and some measures of satisfaction.

“Emotional connection is the main indicator of a strong brand, beyond notoriety and relevance.”

The reality is that the brand’s ability to build and maintain long-term relationships with its customers is set up as a fundamental KPI . This will facilitate better retention, greater profit and will constitute an excellent platform for the growth of the business through the brand.

Brands that provide experiences that customers love will get positive feelings that improve trust in them, being rewarded with loyalty and premium prices. Therefore, in addition to Cost per Consumer (CPC), it is interesting to consider Cost Per Experience (CPE) and a very significant metric: Return on Attention (ROA).

If we think that we receive nearly 3,000 messages every day, there is no doubt that attention is one of the most precious resources today. In addition to contemplating the Return on Investment, it is now important to incorporate the Return on Care. To do this, we need to move from quantitative to qualitative indicators that provide a deeper perspective that cannot be measured with numbers.

Emotional branding

Neurobranding: subconscious persuasion

Neurobranding has added much more depth to this issue, as we may not always have a logical explanation for what we do, because the motives of our subconscious often remain hidden from us. Eyetracking, electroencephalography, MRI, heart rate measurement are just a few of the tools used.

In addition, immersed in new technologies such as virtual and augmented reality, autonomous driving or voice technologies, it is very clear that we need to measure through indicators that are a little more related to this new reality. Emotions are inevitably the basis of the new metric.

As an example, we find Disney, the king of experience, which already uses new technologies to better measure the emotions of its customers. It has created its own neural network with sentiment analysis cameras that track the reactions of audiences attending its film pilots, generating 16 million data points in each process. It even seems that they already have similar cameras in their parks. Sentiment analysis monitors customer reactions by evaluating language, text, voice inflections, and biometrics to measure opinions, attitudes, and emotions, and then rate them. This way they not only evaluate what customers are saying, but also how they feel, providing a more emotionally connected experience.

Brand and emotions are two intrinsically linked concepts, which cannot be separated. The best brands are already working on what we can call the “experience economy,” as a result of co-activating them strategically.


Carlos Puig Falcó

CEO of Branward®

Photos: Shutterstock

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