Building Brand Love With Feeling

Carol Fitzgerald

This month in New York, SheKnows Media presented the first annual Femvertising Awards at the BlogHer social media conference. According to SheKnows, the awards are intended to acknowledge brands that are “challenging gender norms by building stereotype-busting, pro-female messages and images into ads that target women.” A CNN article covering the event said that the ads are “selling good ideas… good values….”  I would add selling good feelings to that list.

The inaugural award winners were brands/campaigns Hello Flo (First Moon Party), Dove (Speak Beautiful), Ram Trucks (Courage Inside) and Always (Like a Girl). What these campaigns have done is connect with deep emotions, memories, and experiences – whether positive, hurtful, embarrassing, maybe ones that need reconciling, righting, acknowledging and celebrating. Each is an ideal example of how mining emotions can spark, ignite and foster brand love into a warm, ongoing fire. These brands got brand love right:

 

 

As important as the Femvertising movement is, giving someone “the feels” isn’t just in the realm of women. Brands are tapping emotions to get through the hunky crusts of men to inspire brand love. Often, fatherhood is the easiest and more obvious door to emotional connection. Over Father’s Day, there was the highly-effective First Fatherhood Moments campaign by Dove. And before that Toyota scored big during the Super Bowl with the My Bold Dad campaign. I know, I know – just listening to the music on that one gets me going.

But before embarking on memorable campaign creation, there’s serious work to be done first to get at authentic emotions, then to get at other cues that telegraph your brand. Brands that leverage insights techniques that capture visceral, irrational, nonverbal, visual along with contextual language are in a better position to create the optimal positioning and messaging foundation that will inspire enduring –and viral – brand love. At BuzzBack, we are grounded in the belief that because emotions are the common bond of humanity, the brands that weave emotional insights into their narrative will stand the test of time.

If you’re looking for ideas on how to better connect consumers to your brand on a profound level, we’ve got a webinar on the subject of brand love. Click here to learn more.

Inspired?

Get started on your next study now.

Share this article: