Back to the 1980s, emotions have a long history in being used to make brands emotionally appealing to their target groups. Nike and Adidas, and many years later RedBull have shown what’s possible. Along the time, consumer insights used emotions to deeply describe customers needs and wants but remained qualitative and unsorted, and did hard to connect with behavioral data. Today there’s a much more extended view to the role of emotions in marketing. 50 years of cognitive science has been widely proved over the past years by neuro science. The core message is that emotions are the center of human-decision making. Kahneman’s system-1 and system-2 thinking (fast and slow), Damasio’s finding that damage in the emotional systems hinders decision making, and Cook’s dont-make-me-think on ads recall are just a few examples. When emotions are the center of customer decision-making, they are the drivers of customer behavior. In today’s markets dominated by customers, respecting their mechanics of decision-making makes marketing much more effective: Marketing strategy Strategy is about creating growth and value for the company and customers . If it does not customers' values, it’s not sustainable growth. Data strategy Tons of behavior data cannot reverse engineer the underlying emotional values. We might rethink our data strategy which data really matters to make valuable marketing decisions. Personalization In times of fully equipped wardrobes and households, purchasing new items becomes increasingly a matter of buying emotional values. Brand Loyalty Emotions and memory are strongly intertwined. Customer will remember those interactions where brands have matched their emotional values. From a strategic perspective, investing in the emotional connection of customers to brands and products is one of the smartest approaches to achieving sustainable growth and outperforming the competition. #emotion #emotionalvalues #marketing #strategy #cmo
