Emotional branding by definition is a term used within marketing communication that refers to the practice of building brands that appeal directly to a consumer's emotional state, needs and aspirations. The power of emotional branding lies with a company’s ability to illustrate the brand’s message and what they stand for. By allowing a consumer to understand the brand’s ethos it allows further opportunity to form lasting bonds with their customer base.
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NBE Marketing shares its favourite emotional marketing campaigns:
General Mills: ‘Breakfast with Nana’ Cheerios Commercial (2014) – This was a powerful campaign as it tapped into the emotions of the consumer for both the purchaser and the future generation of purchasers. The advertisement opens with “Did Nana ever give you Cheerios when you were a little kid?” and by asking this question it allows General Mills to subtly deliver the message that Cheerios are a family brand that have stood the test of time, adding value and integrity to the brand. This campaign fell at a crucial time when the cereal market came under scrutiny due to the increasing levels of sugar hidden behind the ‘healthy’ branding.
Extra Gum: ‘The Story of Sarah & Juan’ Commercial (2015) – This emotional marketing success incorporated careful product placement to capture an audience using a love story that withstands the test of time. By building the campaign around the emotion surrounding a couple’s time line of their relationship, it highlighted the consumer’s continual consumption of the product. The marketers experienced phenomenal success when the advert captured over a million views. It allowed the brand to build engagement through social media by trending the tagline “A girl. A guy. And a stick of gum. See their love story unwrap. #GiveExtraGetExtra”
NBE Marketing, Reading’s outsourced sales and marketing specialists, has made it their mission to nurture creativity and personalised marketing within the business. NBE Marketing raises brand awareness on its clients’ behalf. By meeting with customers on a face-to-face basis, the firm’s sales force takes the time to listen to consumers, recommend what is right for them and pass on their feedback to NBE Marketing’s clients.
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