To deliver Emotional Resonance for a brand, we need to move away from finding an excuse to say things to people and start to identify something we can do for them

We can start by looking at them as people not any of these

: source: Cluetrain Manifesto originally but I stole it from Subject to Change from Adaptive Path

And it is time to serve up little

Then begin to service people’s inherent emotional needs

SECURITY ADVENTURE FREEDOM

EXCHANGE POWER COMMUNITY

ACCEPTANCE EXPANSION EXPRESSION

We need to address an emotional need greater than the product

Better Running Shoes Better Running

We are now moving away from just functional product to lifestyle experiences

FUNCTIONAL

PRODUCTS

EMOTIONAL

EXPERIENCES

How does this translate into marketing brands

We need our brand to champion an agenda

Better tea for you Better tea for everyone

We need to clarify people’s expectations …..then better them

Expect it Better it

We need to let people be part of the process

The power of co-creation highlighted in the 1920’s research which identified the Hawthorne Effect

We need to move from an …..

Ivory Tower Opening the door

Better transport for your baby

Ideas for great experiences with your passenger

We need to facilitate people’s emotional experiences

We need to give them what they want…..without them knowing it

Telling Facilitating

We need to make our brands make people’s lives better

By providing a complimentary service to that of the brand

Providing something useful, not yet more clutter

By accentuating your brand through what you do, not just what you say

By Delivering BRAND UTILITIES

‘Not taking another 30 seconds of someone’s life’