the dynamics of brand attraction
TRANSCRIPT
Unlocking the power of emotion
A presentation by Elmwood
THE DYNAMICS OF BRAND ATTRACTION
Overall wins to date
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Pearlfisher
The Team
Lewis Moberly
Coley Porter Bell
BrandOpus
Design Bridge
Interbrand
JKR
Tayburn
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ELMWOOD1 53
THE WORLD’S MOST EFFECTIVE BRAND DESIGN CONSULTANCY
PRINCIPLES APPLY TO ANY SECTOR
•Corporate
•Retail
•Consumer
We could ensure
brands could reach
consumers at a
deeper emotional
level, so they love
them more
than others?
WHAT IF...
Business Consumer
B i C
Vs
Logical & RationalDriven by reason
Instinctive & EmotionalDriven by the senses
THE CONFLICT TO EMBRACE!
SIMPLE DESIGN IS MORE EFFECTIVE
tl;drtoo long; didn’t read
HOW DOES THIS AFFECT MARKETING ACTIVITY?
Marketing is Stimulus
Approach/avoidance
Interest levels
Length of stay
Amount spent
Like or dislike?
Emotions & Feelings Response Behaviours
Sight
Touch
Sound
Smell
Taste
CONSUMERS SHOP BY COLOUR AND SHAPE
• Stops - unconsciously stands out and disrupts
• Engages - different, intriguing, calls to you
• Attracts - appeals sensorially, aesthetically & emotionally
• Reassures - makes sense rationally and emotionally
SUCCESSFUL BRAND COMMUNICATION…
Biological and emotional responses to visual and other stimuli that can be used to trigger reactions and action
BIOMOTIVE TRIGGERS...
...are subconscious, generating emotion and actions without using the conscious side of our brains, located in the cortex...
...these triggers cut through and create instinctive reactions before the cortex can respond.
CUSPSGrab attention
CURVESConvey softness
Encourage interaction
Fight?
Feed?
Fear?
Fancy?
EYES TRIGGER A RESPONSE
ANDREXBuilding big love and creating iconic assets
• Stand out
• Emotionally engage
• Justify price premium
OUR BRIEF
Volumegrowth
+13.0%Volumegrowth
+17%
AN ICONIC BRAND LEADER...
Andrex grew shareof the category by...5%
In the year of brand refresh, revenue was an all time record for Andrex.
PROFIT & GROWTH
PROFIT & GROWTH
improvement in brand bonding
+32%400,000+
WE CAN DECODE WHAT MAKES EFFECTIVE DESIGN…
The End
For your daily nugget of inspiration www.elmwood.com/[email protected]
Director of Effectiveness Stuff