Emotional Marketing and how to benefit from it

Ben and Jerry's

Do you know this feeling? Everything seems right, the product is awesome, the website is UX-optimized, you have a CRM, run retargeting and performance campaigns, you even have the market research as a proof that your product should sell! Yet, it doesn’t. Or not quite as you’d like it to sell. When you put all the spreadsheets and numbers aside, you may notice, that it’s actually the emotional element that is missing. In this article we are going to talk a bit about emotional marketing and how to use it so that your brand will become something more than just a product with a logo.

Let’s face it – online shopping offers too much of everything. We live in a world of abundance and it’s easy to get overwhelmed. Pretty much every market segment in the consumer goods market is crowded and having just a good product is not enough. That’s why emotions matter. Compared with just happy customers, customers who have an emotional approach to the product:


Who is your brand?

Yes, the question is “who”, not “what”. If your brand was a person, a friend, who would it be? Why would you like it? Would it be friendly, sophisticated, fun, hard-working, reliable? What would it care for? Where would it go for holidays? It’s a good first exercise for those who want to build their brand. According to scientists, 95% of our cognitive processes happens beyond consciousness and meeting brands is just like meeting people – customers decide subconsciously in the first seconds whether they like your brand or not.

What is your story?

Sometimes it’s the story behind the brand that evokes emotions. Sometimes it’s the story and personality of founders. Often, it’s an encouraging zero-to-hero story that so many startups like to tell.

Ben and Jerry’s is a fun, chilled brand that is often taking a stand on social issues – just like its founders, who started their empire from a proverbial lemonade stand (or ice cream stand).


National Geographic is a brand entirely build on the history of National Geographic Society and nostalgia for the era of Jules Verne and great geographic explorations:

National Goegraphic Society


What are the emotions behind your brand?

Not that long ago, we wrote a blogpost where we presented some really brilliant ads featuring the old people. They are brilliant, because they evoke emotions – we are empathetic towards the elderly and it brings joy to see when something good is happening to them.

Different emotions have different impact on the audience:

DISGUST and SHOCK – are good for viral campaigns. Just look at Burger King’s Moldy Whopper ad:

HAPPINESS and JOY – happy and joyful content has a higher chance of getting shared. Like this “World’s Biggest Asshole” Ad. (I’m not crying, you are crying)

SADNESS and ANGER – make people sympathetic and more likely to act. Take a look at this Nike Women ad and get mad at discrimnation.