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The importance of emotional connection in brand activation

Michelle Bancroft, Account Director at ATOM Marketing part of Fluid Group, shares how brands can integrate into their consumers lives by tapping into their attitudinal preferences.

Emotional impulses are influencing purchasing decisions more than ever before and brands need to engage consumers by tapping into their attitudinal preferences. Millennials are disrupting the retail space and brands need to keep up if they are to keep their relevance in this ever-changing landscape.

Successful brands are immersing with culture, fashion entertainment and news to integrate themselves into consumers lives whilst matching their ever-changing perceptions and values.

Culture and brands are intertwining and some of the most successful companies have embedded a cultural strategic approach to regain or retain relevance.

Take Patagonia, a business in business to save our planet, they recruit on this basis, they create products on this basis and they give back to the community on this basis. They understand the importance of the image their brand conveys to the world and they tackle this from the top down.

P & G’s ‘Thank you Mum’ was a genius stroke, that took a sporting sponsorship to a whole new level across a portfolio of brands showing appreciation for all the Mum’s behind the Olympians. This campaign stood out, it worked across brands and had an emotional connectivity that was enhanced pre during and post Olympics.

Vimto’s anti-advertising  ‘I see Vimto in you’ was a brave move suggesting to viewers to close their eyes rather than watch the advert. In a nod to Holden Caulfield’s ‘goddam phonies’ Vimto are encouraging consumers to be themselves and not a fabrication of the world around them.

The consumer landscape is changing and I think Holden would approve.

“It’s funny. All you have to do is say something nobody understands and they’ll do practically anything you want them to.”
― J.D. Salinger, The Catcher in the Rye

If you’d like to find out how ATOM marketing can help you, get in touch with Michelle Bancroft at michelle.bancroft@teamatom.co.uk