Three ingredients for effective marketing: 1) Emotional Resonance

Selling is an art as a well as a science. Having a great proposition is not enough. In the first of three videos, Les Binet talks to Hilary Gaines about the importance of emotions, feelings and associations for creating effective marketing communications.

[@sampaxinos]

Hey Les, this is excellent thank you. I’ve always found the emotional response piece was the one missing from Ehrenberg / Sharps texts.
I’ve been thinking a lot lately about the emotional impact sponsorship has on a brand, either in a cultural sense (film, social media, sporting) or a ‘rational’ sense (eg. conferences).
Do you think the role of sponsorship is to exclusively drive mental availability? or is sponsorship one piece of the brand communications puzzle in driving long term positive feelings / associations?

[@lesbinet7977]

I’d say it’s a bit of both. The main effect is simply to remind people of the brand. But by sponsoring something people enjoy, such as sport or music, a brand can get a little bit of goodwill by association.

[@sampaxinos]

@@lesbinet7977 thanks Les, I think that’s a fair assessment, things like this can be either and not or

[@BSPoK]

Hello Mr. Binet, great three part series! Very informative. Thank you 🙃.. I wanted to know if you remember the name of that book you’ve read about how people make decisions and if not if, besides your books and Prof. Sharp’s books, if there’s any good book about that subject that you would recommend. Thank you.

[@lesbinet7977]

The book I referred to was “The Decisive Moment” by Jonah Lehrer.

[@BSPoK]

@@lesbinet7977 Thank you very much.

[@9and10]

Very interesting. What would be the book you talk about around minute 3?

[@lesbinet7977]

“The Decisive Moment” by Jonah Lehrer

[@9and10]

@@lesbinet7977 Thank you very much for the reply.
I'm quoting your work in my thesis.
Btw:
This video should have way more clicks.

[@vinakablue3794]

How is the emotional spoken of here different or the same to brand loyalty?

[@lesbinet7977]

The term brand loyalty, as used by marketers, usually refers to some pattern of behaviour - eg repeatedly buying the same brand rather than rival brands, or buying that brand a lot, or paying a high price for it, or recommending it to others. Emotions on the other hand are private, mental phenomena that influence behaviour.
Positive feelings towards a brand might inspire loyal behaviour towards that brand, but the feelings and the behaviour are separate.
And actually the effects of emotion on brand loyalty tend to be weak. The main effect of positive brand feelings is to increase penetration more than loyalty.

[@janosdebreceni4734]

Lovely typo at 00:34 😊