Tag: emotions
Becoming a lovemark: Apple
The idea of stop being a brand and become a lovemark became a change between the consumer and the brand. The change consists in that you pass from a rational decision of buying a brand onto a passionate and irrational decision to be loyal to that brand. You will notice that when it becomes a… Read More Becoming a lovemark: Apple
Reaching customers: Reputation, Trust and Performance (part 2)
We previously explained that the ability of reaching consumers heart was the key to the success of Apple. Using mystery, sensuality and intimacy Apple created emotional connections with customers and they fell in love with the brand. Mystery is associated with great stories; the past, present and future; taps into dreams; myths and icons and… Read More Reaching customers: Reputation, Trust and Performance (part 2)
Creating emotional connections with consumers (Part 1)
How to stand in this mare magnum of information? How to connect in a significant way with consumers? How to create brand experiences? How to convince people in order that they get compromised for life? In a deepest Economy of Search of Attention, there is only one way to prosper as professionals of marketing: EMOTIONS.
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