Creating an Emotional Connection

by Brad VanAuken, BrandForward, Inc.

We have been hired by a number of companies to move them from a brand position based on unique product attributes and features to a brand that is highly emotionally connected to its customers based on aspirational qualities and shared values. Some of these companies have adept brand management functions with rigorous quantitative research and analytics. Unfortunately, some of these companies also insist that we conduct quantitative research to discern statistically significant differences between how their brand delivers on a variety of product functions and features (and sometimes customer benefits) versus the competition rather that yielding to a process that identifies deeply held customer values through qualitative research and then links those values to authentic brand values through a more intuitive and exploratory strategic process.

In brand management, there is a time for quantitative analysis and there is a time for qualitative discovery.

If you want your brand to connect with people on a deep emotional level, qualitative discovery is the approach you want to take.

Previous post:

Next post: