Brands market products according to their differing emotional effects
Implications - Whether consumers realize it or not, the emotional effects that products deliver are a far more powerful driver of purchase behaviors than any purported practical outcomes. Brands have recognized this tenet, and they are thus creating products that are exclusively marketed in terms of their emotional effects (as opposed to marketing any concrete specifications). Explicit appeals to consumers' moods position brands as the portal to feelings and experiences rather than simple goods.
Workshop Question - What's one word that describes the emotional impact of your brand's offering? How could you create a marketing campaign around this word?
Trend Themes
1. Emotion-based Marketing - Brands are shifting towards marketing products based on their emotional effects rather than focusing on any concrete specifications, aiming to position themselves as gatekeepers to feelings and experiences.
2. Emotion-centric Design - Designers are incorporating emotional elements into their products, with the aim of delivering specific emotional effects to their users or customers.
3. Effect-focused Branding - Brands are focusing on the effects or benefits of their products rather than traditional product names, in order to provide a more accurate and appealing representation of their offerings.
Industry Implications
1. Marketing and Advertising - Professionals in the marketing and advertising industry can capitalize on the rise of emotion-based marketing and design to offer targeted branding services to businesses.
2. Product Design and Development - Businesses in product design and development have the opportunity to incorporate emotional elements or focus on intended effects and benefits in their products, providing consumers with more valuable and effective offerings.
3. Cannabis Industry - Cannabis businesses, especially those in the premium market, can focus on the specific benefits and effects of their strains to differentiate themselves from competitors and provide more targeted products to their customers.
