Emotional Marketing is messaging that builds your ego. It makes you feel smarter, bolder, more sophisticated, or just about any other emotion that is fundamental to your self-esteem. By making you feel better about yourself, the brand transcends mere product status and becomes a friend. This is what gives your brand that special something that builds life-long attachment. These are brands that share your values and priorities. You name-drop the brand name to say something important about yourself. They “get you,” and you get them.
People are so passionate about these brands that they wear the logos on their chest, tattoo them on their body, and herald them in the social networking profile. “I’m a Jack Daniels man.” “I hate the Yankees and believe in Red Sox Nation.” Harley isn’t just a motorcycle, it’s lifestyle, and there is a large group of people who refuse to eat at fast food restaurants that serve Pepsi instead of Coke.
That is the genius of emotional marketing. It slips in under our radar. Because these are emotions we WANT to feel, the ads seem comforting and familiar. It’s drip marketing that slowly waters our deepest hopes of being the people we dream of becoming.