Rp. Emotion, 00
After an era of emotional branding for the past years, it’s time to be dazzled by the latest concept of marketing and ads: brandjam.
But first. Do you know that, all of you — and certainly myself — has been somewhat “punk’d” by the emotional branding strategies? If you happened to have purchased products because the ads somehow relates and represents you, your life, your troubles and your happiness, more than it represents the product itself,
Blame it on this book. Or thank it.
Emotional Branding:
The New Paradigm for Connecting Brands to People
By Marc Gobé
“A visionary approach to building powerful brand loyalty, this ground-breaking book shows marketers of any product or service how to engage today’s increasingly cynical consumers on deeper emotional levels. Case histories from the author’s high-profile client list analyze demographic and behavioral shifts in populations and retail distribution channels, then show how all five senses can be used as powerful marketing tools to respond to those trends.
Chapters detail how to develop strong brand personalities, customize brand presence to different consumer groups, use brand strategies in packaging and display, and facilitate interactive access to products through the Internet.”
I read emotional branding around year 2003 or so, I was on a tight deadline and my senior recommended this book. At that time, I thought it was about PR marketing ethics; then again, I was still concentrating on my Cutting Edge of Ad — which is the bible for all adkids (-wannabes), so I didn’t give it much thoughts.
Not until this year that I finally realised how this revolutionary concept has been vastly used in today’s commercials. Pay attention to cellphone ads, credit cards, insurance services, beauty products, even fabric softeners.
Feel. feel. feel.
On year 2001, a group of marketers hypothesized a theory that people — the market — are gradually loosing an emotional connection to their properties and belongings: things they buy and own, hence provoking a great necessity for such connections; connections that are unique, deep, and remembered. Although in my politically-incorrect-and-yet-humble view, the concept is actually “mocking” at how people loosing grasp of the emotional bond within themselves and their senses.
Anyhow, this breakthrough concept is life-inspired. It is trying to portray us, instead of the product itself. It is trying to sell the idea of “being” us in our personal moments, instead of some products’ specs that are too short-lived under this competitive commerce habitat. And the competition is definitely going a bit too hyperactive.Knowing that fact, these companies’ execs do not only want you to buy their products, people. They also want you to KEEP buying them. How?
Emotion relates. Emotion remembers. Emotion builds trust. At least.
Quite genious heh?
A (duplication of emotion) as a marketing tool.
Is it wrong? Nuh. Never. It sells.
Our emotions sell.
But, it doesn’t stop right there.Just so you know, emotional branding era has given birth to its prodigy: the brandjam for year 2007.
Brandjam: Humanizing Brands Through Emotional Design
by Marc Gobe
“A powerful new concept from brand design pioneer Marc Gobé. It is about innovation, intuition and risk.
It explores how design is the new communication tool and is the best “instrument” companies can use for jazzing up a brand. In the same way that Emotional Branding and Citizen Brand helped corporations to develop a new vision, Brandjam shows how design puts the face on the brand and can create an irresistible message. CEO’s, marketing and advertising managers, and graphic designers will see how a “jazzed up” design can bring a new level of excitement to people and connect to them in a more visceral way.
Using jazz as his metaphor, Gobé shows how the instinctive nature of the creative process leads to unusual solutions that make people gravitate toward a brand and make brands resonate with people by bringing more joy into their lives. It explores how design is truly the personality of a company and its window to the world. Brandjam is an inspiration for brands and people as it advocates the transforming impact brands have on an audience.”
Point well taken. Eventhough after acknowledging these strategies won’t stop us from rushing our emotional needs to the nearest cashier, hopefully this gives you an insight on how even in the most materialistic point of view, it still exposes our lives merely as a parade of irony and charade …underneath the pricetags and all.
I [logo] logos.
Jakarta, December 2006
Regards,
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Hello. You are now reading an article written by Marisa Duma, published on 11Apr07 along with other notes on Advertising and Media, Commentaries, Design and Illustration, Lifestyle.
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Lemi4 Registered | 2007-05-01 13:08:27
Somehow my CAPTCHA phrase right now is mbaMu. Too close to “Mbah Mu!” to ignore; I just had to comment /
[v.o.: So?!]
[anncr: more content after these messages]
…
Some food for thought: Progressive Rock Advertising.
And though I may not have a life philosophy, I like Hugh Macleod’s marketing paradigm: “the market for something to believe in is infinite”
ms. id aka ichaduma Editor | 2007-05-05 21:17:53
Quote:
Somehow my CAPTCHA phrase right now is mbaMu. Too close to “Mbah Mu!” to ignore; I just had to comment
hahahahah!!… good then..
that means metaphysics force works in the room.
Quote:
And though I may not have a life philosophy, I like Hugh Macleod’s marketing paradigm: “the market for something to believe in is infinite”
really?
what if the society lacks belief in themselves?
Lemi4 Registered | 2007-05-06 13:37:04
Quote:
what if the society lacks belief in themselves?
[random quick reply]
Then society stagnates, then dies. Assuming that both society and its members are suicidal.
If we can assume that society is not suicidal, it would seek a new purpose, a meaning for its existence. It would morph itself into a new, stable form; seeking to ‘buy’ any ‘meaning’ it can ‘afford’.
If society is suicidal but its members are not, the members will seek out other societies which can provide meaning. Or each member would seek to escape society, to establish a meaning for his/her own existence.
For all the billions of living people, this is a lonely planet. And as much as we may hate everyone else, deep down inside we hate to be alone.
But of course, each one of us is free to choose to be meaningless, and be content just being. And its okay, so long as one accepts the reality that things never quite stay the way they are.
[/random quick reply]
::the night does not lend itself to coherent thought::
lurino – a reply to lemi4 Author | 2007-05-24 01:36:37
Lemi4 wrote:
Quote:
what if the society lacks belief in themselves?
Quote:
If we can assume that society is not suicidal, it would seek a new purpose, a meaning for its existence. It would morph itself into a new, stable form; seeking to ‘buy’ any ‘meaning’ it can ‘afford’.
[stupidremarks]
ehrlich gesagt, the society -as an object of perception, is not suicidal and its sole purpose is to continue its meaningless existence.
ceteris paribus for granted, a society doesn’t have any awareness of its being. and if we’re to believe that society is always in a dynamic state of redefinition, then there would never be a concept of society in the traditional sense.
it’s the commonness of the commonsense -the pool of shared knowledge- that create a coherent and seemingly working society. without the shared knowledge, no societies existed at all.
Quote:
If society is suicidal but its members are not, the members will seek out other societies which can provide meaning. Or each member would seek to escape society, to establish a meaning for his/her own existence.
But of course, each one of us is free to choose to be meaningless, and be content just being. And its okay, so long as one accepts the reality that things never quite stay the way they are.
based on my previous argument, then logically speaking, the meaning is in the practice, how the shared pool of knowledge being constantly redefined like gypsies on their journey.
[/stupidremarks]
::the night does not lend itself to coherent thought::
ms. id Editor | 2007-06-06 21:52:55
sorry. it should’ve been:
what if the market lacks belief in themselves?
tapi ya sama aja sih.
Lemi4 wrote:
But of course, each one of us is free to choose to be meaningless, and be content just being. And its okay, so long as one accepts the reality that things never quite stay the way they are.
indeed.
the article isn’t here to blame people for buying such products, anyways
there’s a reason for everything. if we reach out to our own reasons, we’d understand more of our priorities when checking that to-buy list..
and even if we cannot purchase those products, we’d easily find other alternatives to amuse ourselves: we’re not loosing emotional grasp.
therefore when the market lacks belief in themselves, if applied with your “the market for something to believe in is infinite” theory, would lead to an ‘infinite’ market’s tendency to seek products which hold its own belief.
in short..
we buy what we already have all along.
personalized products?
products which could very much… feel?