While the need for emotional content may be a hot topic in marketing circles lately, it is by no means a new concept. Advertising bigwig Kevin Roberts (CEO Worldwide of Saatchi & Saatchi) published Lovemarks over eleven years ago. The premise? “Lovemarks transcend brands, reaching your heart as well as your mind, creating an intimate, emotional connection. A Lovemark’s high Love is infused with these three intangible, yet very real, ingredients: Mystery, Sensuality and Intimacy.” Sounds more like a really great date that leaves your palms sweaty and heart racing than a mere transaction with a cold, faceless company, right? In honor of Valentine’s Day, we wanted to take a look at how these emotional connections work to make content more effective and build a stronger feeling of brand love.
Motivational speaker Zig Ziglar once said, “People don’t buy for logical reasons… they buy for emotional reasons.” And as content continues to woo its way into our hearts and news feeds, brands that can promote and foster genuinely impassioned perspectives will continue to make consumers’ hearts go all a’flutter.
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