October 15, 2020

Neither word is quite right, is it?

   

Only a handful of brands engender feelings that are genuinely emotional.

   

And only the strongest create more than fleeting connections.

   

So why do we so love the phrase?

   

Partly it’s because of what it doesn’t mean.

   

‘Emotional’ in marketing means not functional. Or rational. Or even irrational.

...

October 1, 2020

So there I was last week, deep in the analysis of some qual research.

   

I was trying to pin down a certain type of affiliative need and into my head popped behavioural economics. They’ll have a theory, I thought.

   

Well I tell you, them biases, they’ve been breeding.

   

Here’s what I picked out of my Google wormhole.

   

There’s Social Proof - why po...

Please reload

October 1, 2020

September 17, 2020

September 3, 2020

July 16, 2020

July 2, 2020

Please reload

RECENT POSTS

NEED insight

by RICHARD BROWN

  • LinkedIn - Black Circle
  • Twitter - Black Circle
PRIVACY POLICY

All content copyright © 2020 Closer to Brands unless otherwise stated