“Let’s face it: Some brands create emotional connections with consumers, while others leave people cold. There are functional brands, such as Compaq or Kmart, and there are emotional brands, such as Apple, Target and Wal-Mart, that galvanize loyalty.
The difference is the personal connection these brands have with consumers through the strength of their culture and the uniqueness of their brand imagery. Emotional Branding creates strong, flexible brand personalities that closely match the aspirations of their customers. These “brand characters” are less about rationality than they are about desire and cultural connection.
The following “Ten Commandments of Emotional Branding” illustrate the difference between traditional concepts of brand awareness and Emotional Branding.”
1. from consumers to people
Consumers buy, people live.
2. from product to experience
Products fulfill needs, experiences fulfill desires.
3. from honesty to trust
Honesty is expected. Trust is engaging and intimate.
4. from quality to preference
Quality for the right price is a given today. Preference creates the sale.
5. from notoriety to aspiration
Being known does not mean that you are also loved!
6. from identity to personality
Identity is recognition. Personality is about character and charisma.
7. from function to feel
The functionality of a product is about practical or superficial qualities only.
Sensorial design is about experiences.
8. from ubiquity to presence
Ubiquity is seen. Emotional presence is felt.
9. from communication to dialogue
Communication is telling. Dialogue is sharing.
10. from service to relationship
Service is selling. Relationship is acknowledgment.