Branding and marketing is an interesting field to get into sometimes. The are many tactical ploys that marketers can use to try and develop and hold that brand loyalty - one of the primary ones being emotions.

If you can develop an emotional loyalty to your brand you will have that person for life. Not only that, the emotional attachment will see them talking you up when anyone else wants to talk you down - there is nothing like free PR. Having said that, trying to target emotions in any branding and marketing campaign can be really difficult.

Offline marketers have realised for many years that if you can get that brand awareness and loyalty early on in life, it will stay with them for life. This is why so many ads are targeted at youth. McDonalds are probably one company that has used to it to great effect. Their branding and marketing campaigns are aimed directly at the young on the primary level while also targeting mothers on a secondary level with ‘health’ related ads.

Can you develop a brand awareness with the younger generation? Possibly not unless you plan to use a heavy offline advertising campaign. You can still use emotions in branding and marketing campaigns to great effect. The key is finding is that emotional tug.

To be effective, you need to make people feel something, and that something needs to have a positive skew to your products or brands. You branding and marketing campaign needs to generate excitement, or a feeling of need with your brand being the first thing that comes to mind to satisfy that need.

Every product, every brand and every situation is different. If you can find the right key to generating emotions with your brand then your branding and marketing job is almost done. Taking an approach that is neutral will never generate brand loyalty. Think emotions - think brand loyalty.

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This entry was posted on Monday, May 19th, 2008 at 1:02 pm and is filed under Branding and Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.