Strong brands tend to be those that can capture people’s emotions because that is what many people are driven by. If someone feels emotionally good about a brand they’re more likely to want to deal with them. Figuring this out is key to getting more customers and to growing a successful business.
- Transactional brands offer the right product at the right price at the right time. They launch ad campaigns that capture the audience’s attention.
- Emotional brands, on the other hand, create irrational relationships—irrational in the most positive ways They generate irrational enthusiasm and They charge irrational prices.
- That’s the power brands have when they shift from a rational, transactional relationship to an emotional relationship.
“Ultimately, brands are a shortcut. Consumers are now bombarded with thousands of marketing messages every day. That’s more than any human being can manage. They need shortcuts. They need brands they can relate to. Brands that inspire them.”