Emotional Branding: 4 Critical Questions, and Stupidity

Emotional Branding: 4 Critical Questions, and Stupidity

Be Sociable, Share! TweetWe all believe that getting your message right will resonate with potential buyers, improve your brand’s positioning and increase your sales. By reading this article, you’ll have a better understanding of a valuable tool – emotional branding – to improve how you communicate with your market. If you sell your products or services based on features, functionality or price, you’re an incredible idiot, and ridiculously stupid. So how dd that make you feel? The words “idiot” and  “stupid” are pretty emotional words that evoke a fairly strong feeling in most people. And how do you physically describe that feeling? It’s pretty tough to describe, isn’t it? You’re actually not stupid, and you’re not an idiot. You can definitely be successful selling based on these foundations, and the majority of products and services on the market are sold in this fashion. When you walk into a pharmacy, which medication will you buy? You’ll compare your symptoms to the products on the shelf and then buy the one that best meets your needs. Very factual. Very easy. But what if the packaging said “We’ll get rid of your stuffy nose, and we’ll also put a smile on your face while improving your relationship with your significant other. We make you happy”.  How cool would that be? An over the counter cold medicine that makes you happy! But, in reality, most cold medicine does usually make you happier. It gets rid of nasal congestion, lets you breathe easier, and helps you get a better night’s sleep. Yes, the alcohol in it might act as a mild depressant, but the good effects tend to outweigh the bad (I’m...
Conflict creates evolution

Conflict creates evolution

Be Sociable, Share! TweetAfter having driven eight hours from Rockland County to Albany a few hours after Hurricane Irene smacked the region – a drive that normally takes two hours – I had the opportunity to reflect on the destruction and all of the rebuilding that will need to take place. I made a Facebook post: “The loss of life during Irene was tragic, as was the loss of property and many longstanding historic treasures. However, disasters usually create economic growth and I hope that good will come out of this one in the form of spending and job growth for those that need it. Good CAN come from bad.” Within a few minutes one of my Facebook friends posted: “Sure. Except that if you do the ROI on the LOSSES vs “growth”, I’m not sure its a win-win” We then proceeded to go back and forth several times, at which point I posted that we’ll have to agree to disagree.  There was a conflict between us. I use the phrase “Conflict creates evolution” and I truly believe this.  Conflict doesn’t need to be a negative thing.  While most commonly accepted definitions of conflict state that it is a serious disagreement or argument, negativity isn’t introduced until someone includes emotion. If you surround yourself by people who agree with what you say, your initial idea will be the one implemented.  If you have people around you that play devil’s advocate, and you incorporate their thoughts and concepts into your idea, what you put into place will be a stronger and better version of what your original thought was. Part...
Emotional Success

Emotional Success

Be Sociable, Share! TweetA number of years ago you couldn’t walk into your office with a Starbuck’s Coffee in hand without someone saying, “You went to Starbucks and didn’t tell me???”  They didn’t say, “You bought a cup of coffee?”  It was, “You went to Starbucks??” When Apple releases a new product there are lines out their door to buy it.  This is the same whether it’s an MP3 player, a phone, a tablet or a computer.  When Dell releases a new product do they sell out within hours? What causes this phenomenon – the “I have to have it” need that drives the customers of these brands? If you haven’t read about emotional intelligence – a study of the way the brain works in the decision and emotional process – you really need to.  Sorry to get a bit technical here (please bear with me), but there are two parts of the brain that I want to focus on – the Neo-cortex and the Amygdlya.  All senses – sight, sound, smell, touch, etc. – pass through the amygdlya for emotional processing before being forwarded to the neo-cortex for “logical” processing. If you recognize this fact then you have the opportunity to do amazing things in business.  Did you ever make a “gut decision”?  Did you ever have someone ask why you are doing something, and you just say “It feels right?”  This is because the amygdlya is unable to “verbalize” – it can only make you feel.  When you make a decision based upon the emotions from the amygdlya you generally can’t quantify it. The amygdlya sends different chemicals and levels of...
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