Harley Davidson isn’t in the motorcycle business. Harley’s in the ego business.
Harley’s emotional marketing strategy is fairly simple – disrespect the powerful and all that’s socially correct.
One of my favorite emotional marketing brands is Harley, because Harley isn’t just a motorcycle. It’s a lifestyle where mostly rich, middle-aged men dress up in costume and pretend they’re outlaws.
Harley isn’t in the motorcycle business. Harley’s in the ego business. Harley is the very definition...
by Graeme Newell
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AXN is a general entertainment network that serves all of Asia. The channel featured a lot of adventure and excitement shows such as CSI, NCIS, Amazing Race, and Wipeout. But despite the predominantly action-oriented programming, they lacked a focused brand position. To draw viewers, they had relied heavily on plot-based promos like the one below. As a result they failed to build a unique brand identity or forge a meaningful...
The best brands are completely customer obsessed.
Always start your brand with how the customer wants to feel about himself.
What’s the purpose of a brand? To show customers that your company is a friend. That you share their values and priorities. But unfortunately, most branding plans don’t start with the customer. They start with product. Like an auto repair store that promises the basic services of…auto repair.
…And they crow about doing the standard things that ALL auto repair companies...
Put ordinary products into extraordinary situations.
If you show them in the correct way the dullest products can be made magical
Marketing a truly revolutionary product is easy. One look at them in action and you know they’re game changers. All Apple needed to do was show the iPhone in action and customers were transfixed. Take a look.
You can’t take your eyes off it. It can be almost anything, like a boarding pass. Or do almost anything, like pay for your coffee.
Dyson did the same with the vacuum....
Coke’s brand is starry-eyed optimism.
Your brand should be an emotional trigger.
Coke is one of my favorite emotional marketing brands because Coke isn’t in the beverage business. Coke is in the “good times with close friends” business.
You’ll see a familiar rhythm in Coke ads. A lone person pops open a Coke, and a warm group of family and friends come together. Coke’s emotional marketing strategy is to attach itself to one of the strongest feelings in our lives – our love of good times...
A slogan is not a brand. A brand is a feeling, not a phrase.
The goal of a slogan is to trigger an emotional response about the product.
What’s the goal of a slogan? To compress the brand into one moving and memorable point. There are product-focused slogans like this Mazda “zoom zoom” ad that sell a product feature.
This slogan is primarily about the car features, and boils down the brand to one point – Mazda is the zippy, fun car. But other slogans are not about a product...
Encapsulate the customer’s feelings about your brand
Don’t brand your product, brand how your customer feels about your product.
Is your slogan just a catchy phrase, or does it have real heart and meaning that encapsulates the customer’s feelings about your brand? Chevrolet struggled with their tagline…The problem was that the marketing contradicted the slogan. The ads didn’t deliver deliver a deep customer connection.
But they finally hit the emotional mark with this commercial, that turns a...