Familiarity - Emotional Branding Episode 14

Emotional branding refers to the practice of building brands that appeal directly to a consumer's emotional state, needs and aspirations. Emotional branding is successful when it triggers an emotional response in the consumer. Emotional brands have a significant impact when the consumer experiences a strong and lasting attachment to the brand comparable to a feeling of bonding, companionship or love. Familiarity is the emotional side of brand recognition/recall.

Episode Highlights
- Emotion deeply relates to brand at the level of identity and brand voice
- How brands handle polarizing emotions related to things like politics
- Human beings make decisions based on emotion and then justify that decision with logic
- The association between brand and emotion impacts repeat purchase decisions
- The neuroscience behind the emotional associations we make with products and services
- Emotional engagement does lead to increased sales and customer loyalty

Episode Resources
https://clevertap.com/blog/emotional-branding/
https://digitalmarketinginstitute.com/blog/what-is-emotional-branding-and-how-is-it-effective
https://www.fastcompany.com/1682625/the-myth-of-marketing-how-research-reaches-for-the-heart-but-only-connects-with-the-head
https://medium.com/@salesforce/neuroscience-proves-we-buy-on-emotion-and-justify-with-logic-but-with-a-twist-4ff965cdeed8

Original podcast theme music by Lance Keltner. https://www.youtube.com/user/lancekeltner This episode of the #FeelingsMatter Podcast was recorded and mixed at MSR Studios in Saint Paul, MN. Copyright 2021, all rights reserved. No reproduction, excerpting, or other use without written permission.

This episode is sponsored by
Mindful Appy, the only software suite for the Net Emotional Index
https://mindfulappy.com/

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