Flying Dogs and Electric Cars – How brand value is shaped by our emotional connections

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Baily loves great dog treats

Although we believe we make good choices based on rational thinking, most everything we react to is based on emotional perceptions. These emotions are more powerful than we think. They shape what brands we are committed to and the decisions we make. Our choices are influenced and rationalized by our past experiences that guide the best decision for us– or so we think.

We are committed to brands that echo our values, brands that make a difference for us and create a statement about who we are. These are the organizations and companies we connect to, whether they are a non-profit cause or a for-profit company like Apple or Nike.

Ultimately, our brand choices all reassure us that we are getting the best value or best quality for our brand choice. Simple cues give us feedback that what we’re choosing matters. We think we’re operating in the world of rational thinking — but we’re really driven by emotions and finding support for our values and lifestyle.

According to Nobel Prize-winning work by psychologist Daniel Kahneman, most human decisions are made emotionally, and we use human reasoning to justify those decisions after the fact. This emotional connection is really based on how we feel about where we belong and who we connect with.

 

Killing the Chevy Volt and losing loyal customers

The loyalty and passion of those who choose electric cars is phenomenal. They are some of the most loyal brand owners in the auto industry; they choose electric because it’s about something important and meaningful for them, whether it’s saving gas or saving the planet.

The owners tend to be passionate about electric vehicles. So, when the Chevy Volt was killed in March of this year by GM, owners were shocked and upset. It was canceled not because it wasn’t a great car or because the 160,000 owners didn’t passionately love them…it was because it did not make money for GM.

Although the brand value and loyalty ran high, GM foresaw changes in car ownership trends. People were not buying four-door sedans like the Volt anymore. The market is moving towards mid-size gas-powered SUVs — so GM decided to cut their losses. But why? I say the emotional connection to the Volt is everything, and that losing this loyal customer base with a strong emotional attachment does not make sense. This kind of loyalty is hard to replace.

 

Why flying dogs sell pet food better

When Radiant worked with Superior Farms Pet Provisions, a new company launching into the highly competitive market space of dog treats and supplements, we looked at how we could position these all-natural dog treats to customers.

What matters to them more than just choosing a wholesome all-natural treat? The answer is what they really care about: it’s about the ultimate customer – their dog.

We worked with the management team and used their dogs in all the marketing and branding. We shot pictures in rural settings: dogs running; dogs lounging; and dogs flying through the air. We built stories around these dogs on the packaging and advertising to create a sense of authenticity and connection. The emotional connection to these dogs really built the connection to the brand.

 

When a brand works, it’s about keeping the emotional connection 

Yes, emotional connection is what drives us to find the rationalization for our choices. The ultimate thing is to not lose that emotional connection to the brand but to build on it and keep the promise for the customer. This is why brands that build and deliver on their promise and grow the emotional commitment between customers and the brand are the most enduring.

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