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EMOTION AS SOUL-STIRRING
If emotions are so important, what are they? The term is from the Latin: emovere. The verb means to move forth and out
and also to stir up. Most definitions collaborate that emotions are about a very complex phenomenon. Emotions equal a
movement in our nature or a stirring of our souls.
Emotions alter our physical state, e.g. increased heart rate, sweating and dilated vessels. Emotions alter our demeanor, e.g.
facial expression, gestures, body language and voice.
World-renowned psychologist Philip Zimbardo sees a complex pattern of changes in emotions that includes physiological
excitement, feelings, thought processes and behavior. That pattern emerges as a reaction to a situation which an individual
considered personally meaningful.
EMOTIONS ALTER OUR THINKING, FEELING AND ACTION
Bundled feelings produce experiences.
THE STRUCTURE AND TARGETED DEVELOPMENT OF EXPERIENCE PROFILES SHOULD THEREFORE ALSO
BE AT THE CENTER OF DIGITAL BRAND MANAGEMENT
Brands with a one-of-a-kind experience profile such as Porsche, BMW and Audi speak directly to our primal instincts.
Irrelevant and interchangeable brands touch these instincts little or not at all. Latter result: we forget them. This is the most
potent reason for the powerful effect of brands with a one-of-a-kind experience profile: they telegraph emotions and
therefore remain vivid in our minds. The ideal brand target wants to own this brand because it fulfills their wishes and
expectations over all other brands.
The experience profile must be one-of-a-kind. This raises the profile of the brand and differentiates from other brands. The
more focused the experience, the clearer and more distinct the consumer decision research bears this out.
CRITICAL THINKING SUPPLIES REASONS AND CAN RELENT
Decisions and behavior are emotional and are later rationalized. The feeling of desire comes first, after the limbic system has
long since decided what should be done. The crux is that the limbic system has the final say whether or not to act. Bottom
line: emotions are prerequisites for reasonable action.
The real motive reads: you want it, you must have it, it is fantastic.
The rationalizing motive reads: you need it, it is necessary and meaningful.
Practical tip for strong brands: show reasons for the brands value and the powerful emotions it evokes. Emotions guarantee
attention, deeper effects and longer retention. Evoke powerful emotions. Cite concrete reasons, especially for important
decisions that carry higher risk.
Emotions determine thinking, feeling and action. Now, what are the most important emotions? This is important. The
answer determines whether someone wants and buys our digital brand or not.
Check out our choice of emotional brand commercials in our additional material!