Tapping into people's passions can inspire emotional connections with consumers.
In fact, our survey data identifies eight key roles that brands can play to either accelerate consumers' passions or alleviate their frustrations — one of which is fostering shared connections around their passions.
A prime example of this is how Nike taps into peoples' passion for wellness, which is ranked the second highest among those we surveyed, while strengthening community bonds.
Neuromarketing can derive an abundance of data-driven insights from study participants, allowing us to discern consumers' emotional associations with logos, messages, storylines, colors, and more.
Inspiring an emotional response is an incredibly challenging task for marketers at a time when consumers feel bombarded by messages.
Persons:
Raja Rajamannar, Rajamannar, —, Johnnie Walker, Costa
Organizations:
Mastercard, Service, Harvard Business School, Carnegie Hall, Cannes Lions, Prix, Consumers, Nike, Nike Run