Here are seven things worth considering
- Emotions ARE effective
- People buy because they feel like it, so make them feel something
- Consider all of the senses… even online
- Weave your brand into a narrative
- Use your brand history to create new memories
- If you’re a new, challenger brand – borrow brand nostalgia
- If something doesn’t repeat, it’s probably not important
1. Emotions ARE effective
We remember emotional memories best says Cambridge University psychology lecturer Amy Milton: “When emotions are involved, we remember with more confidence and detail.”
2. People buy because they feel like it, so make them feel something
When creating a campaign start with what emotion or feeling are you trying to generate – from anticipation, joy, trust, fear, surprise, anger, disgust or sadness.
3. Consider all of the senses… even online
It’s important to understand the benefits of all of the senses and how they act together, explained Dr Catherine Jansson-Boyd, consumer psychologist.
4. Weave your brand into a narrative
People only store snippets of information. It is important for brands to consider which snippets need to be remembered, to inform the creative.
5. Use your brand history to create new memories
Birds Eye founded in 1923 has a rich brand history. A key part of this has been Captain Birds Eye.
6. If you’re a new, challenger brand – borrow brand nostalgia
That’s what MoneySuperMarket did, by borrowing narratives from iconic characters and films.
7. If something doesn’t repeat, it’s probably not important
Memories decay extremely fast. When looking at an ad ideally you’ll see it again after 10 seconds.
Hope you found that useful