How big of a role should emotion play in your brand?

In an age of analytics and data-driven decision-making, it’s easy to overlook the fundamental role that emotion plays in shaping consumer behavior. It can be argued that emotion is, perhaps, the most powerful driver.

Of course, this is not an either/or situation. We benefit greatly from the data. However, it can be too easy for the data to lead us to prioritize the functional over the emotional. To lean too heavily into the rational messages when, time and time again, we’ve been shown that it is the emotional appeal that is the more effective way to win the hearts and minds of those we hope to serve.

It’s about memorable experiences

Emotions are powerful memory triggers. People remember how a brand made them feel, often more vividly than the specific details of a product or service. Emotional appeals have the power to create indelible experiences that make your brand unforgettable.

A good example is Airbnb. In response to a divisive political climate, Airbnb launched the “We Accept” campaign. This emotionally charged campaign aimed to promote inclusivity and acceptance. By tapping into the emotions of unity and belonging, Airbnb created a memorable experience for its audience. It was a powerful reminder that brands can stand for more than just their products…