Graeme Newell

Emotional Branding Tactics: Positioning a Brand Using Heroism

It’s time to get epic!  See how great brands magnify the power of their brand story by marketing with heroism.  In this three-minute emotional marketing lesson video, emotional marketing speaker Graeme Newell shows how everyday products can be magically transformed into a valiant quest for glory.

Ever seen an ad and just feel epic? Well, that’s motional branding in motion to make you feel like the hero that you want to be. Today, how Nike advertising has mastered the art of positioning a brand to make you feel like a superhuman.

Positioning a Brand for Heroism

When we buy a product, it’s usually to solve a problem that we have. We buy drinks to quench thirst, food to slake hunger, etc. But the best emotional branding brands supercharge this process and make it so much more. These are the masters of positioning a brand to be something significantly more than what the actual product is. This exercise in emotional branding takes our mundane lives to the next level, and endears brands to customers in a profound way.

Emotional Branding to Turn Bland into Beautiful

When looking at a brand, it’s important to look at it from the perspective of positioning a brand for success. While many brands successfully solve the problem they claim to, only the exceptional ones do more than just that. If you are looking to quench a thirst, water that comes from your faucet will work just fine, but Gatorade will make you feel like a superhero. This is the power of emotional branding when positioning a brand for success.

Nike Advertising and the Struggle of Heroes

Nike advertising has nearly mastered the art of positioning a brand with emotional branding techniques to make their customers feel like heroes. The epic feeling that comes from Nike advertising is a result of Nike brand strategy at work. This emotional branding strategy revolves around making Nike advertising all about customers’ struggle against whatever it is that is challenging them in life. The truth of the matter is Nike advertising has realized that we all struggle against some sort of challenge in life, and Nike brand strategy has turned the struggle into an epic battle for glory.

Nike Brand Strategy for Epic Marketing

Nike brand strategy follows a 5-step formula to make its customers feel like they are superheroes fighting great foes. In so doing they are using emotional branding for positioning a brand to really effectively make their customers feel special. In the end, Nike advertising is selling shoes, because that’s what they produce. But Nike advertising isn’t about shoes at all. Nike advertising and Nike brand strategy are about being epic. All too often companies forget that they should be positioning a brand with their advertising and not focusing on their product. Remember that all of your competitors do essentially the same thing that you do. Slogging into the details of how great your company is will not win you any fans.

So let’s recap:

•    When building emotional branding for a brand, remember that your product is a means to an end. People buy your product to solve a problem, and it’s your job to make that problem-solution process exciting and fulfilling.
•    Take inspiration from Nike advertising and turn your branding into something that inspires your customers. Positioning a brand for heroism is Nike’s MO, so what is yours?

Transcription text of the 3-Minute Emotional Marketing Lesson Video “Emotional Branding Tactics: Positioning a Brand Using Heroism” by Graeme Newell, emotional marketing speaker, customer loyalty researcher, and consultant at 602 Communications.

Hi I’m Graeme Newell. Today, how to transform boring product marketing into a heroic quest. Now, most of us buy products to solve problems. Like, clean our clothes, or insure our cars.
But the best brands supercharge this problem-solution equation, turning it into epic quest.
“At the limits of your ability, you need to hydrate fast. You need to replace the electrolytes you lose in sweat. An isotonic performance fuel to take you faster, stronger for longer.”
Wow! And I thought I was just thirsty! Great brands turn simple problems into an epic movie quest that builds the ego of the customer.
“He rallies new volunteers in every Scottish town”
You didn’t just quench your thirst, you vanquished a thirst enemy.
“Would you be willing for one chance, just one chance to tell our enemies that they may take our lives, but they will never take our freedom!”
…and satisfying our everyday needs, transforms us into heroes.
“Catch it, catch it. It starts with Wheaties fuel, a bold honey cinnamon crunch cereal with complex carbs and b-vitamins. New Wheaties fuel, prepare to win.”
The hero marketing formula goes like this. First, the marketer introduces the villain, oppressing our hero.
“I’m Heather Whinnen, and my neck is where it hurts. I’m an aerialist, I’m a circus performer”
This isn’t just pain, it’s soul-sucking oppression, keeping her from her greatness.
“It’s not just a sport, it’s a bit of my soul. It’s an art form. I get pain in my neck and my back. Sometimes I can’t do a performance if I’m in so much pain.
Then, comes the uplift…
“I tried Aleve liquid gels. Those things work, and they work well. It was very quick for me. I was able to perform the way I wanted to perform for as long as I wanted to perform.
Her life mission, restored.
“Show them how good you are”
It’s just like in the movies, when the hero solves the problem, she steps boldly into her destiny.
“This is the time to show them everything, make sure they remember you”
Companies that use heroic marketing aren’t just selling a solution, they’re selling personal redemption, all empowered by their product.
“Only trimix crunch cereal has a unique combination of toasty whole grain cruchies, plump fruits, and crunchy nuts. It’s an adventure in a bowl!”
…and eating breakfast transforms us into thrill seekers.
The key to heroic marketing is building the ego of the customer – something self-obsessed companies often forget.
“At Franklin-Templeton, 60 years of investing through every kind of market has taught us to manage risk as vigilantly as we seek reward.”
And they’ve just described the boring stuff all investment companies do. They shouldn’t yammering on about risk management, they should empower their customers to battle money worries.
Evian’s not just water. Its quest is to free the youthful energetic person who lives deep in our heart.
Nike’s are not just comfortable footwear. Strapping on a pair is an odyssey to defeat dark-hearted opponents who would deny our glory. So don’t sell your marketing short.
Your product may solve very functional needs, but have you taken it one better? Have you shown your customers how that product can empower them to glory? I’m Graeme Newell and that’s emotional marketing.

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