We live in a society dominated by consumption. Therefore, it is not surprising that disciplines such as marketing or advertising increasingly turn more frequently to psychological techniques in their campaigns to ensure the success of them.

Before launching a product is necessary to carry out an exploratory process. This process will allow major brands to analyze what kind of needs, preferences and motivations are present in the target customers. The aim of this process will be twofold: to arouse the curiosity of the public and generate attraction among a larger number of potential customers.

And, in this context, Which role do the consumers’ emotions play? Are them the real responsible for our consumption behavior?

The Emotional Branding

In response to the previous question, yes they are. The current booming firms are aware of that, so they take advantage of this innovative resource.

The Emotional Branding attempt to seduce the viewer, to arouse their interest by using the integration of emotions in their advertising campaigns. It consists on connecting with the inner world of consumers, based on a complex process of positioning in the customer’s perspective where empathy is one of the main keys. Through Emotional Branding it is intended to create indissoluble links between brand-consumer.

The most illustrative example of Emotional Branding is found in the world-famous soft drink brand Coca-Cola. Whose attractive advertising campaigns never leave anyone indifferent. Who would’t like to “open happiness” and to drink it? Coca Cola renews its advertising showcase each season hoping to make the difference.

Its main purpose is to spread an optimistic and positive message among consumers by sharing with them daily life stories, in order to involve them in the soft drink’s design. Because of this, the customer feels that the brand is part of his life and identifies himself with it, which activates the emotional area of his brain inviting him to consume this product anywhere and at anytime.

All this shows a clear evolution of the advertising and marketing strategies employed throughout history. Those campaigns where only the good qualities and utilities of the product are exalted have given way to a new age. Emotional Branding Age bets on interacting with the public and building the customers’ loyalty.