Emotional Marketing

Using emotion in marketing

Emotional Marketing


Guendalina Graffigna and Rossella C. Gambetti, International Journal of Market Research, Vol. 57, No. 4, 2015
Consumer–brand engagement (CBE) is a priority in the current marketing agenda. However, there is still a lack of empirically based studies appraising its essence.

Kate Cox, Admap, July/August 2015

This articles argues that to be agile a brand needs a high-level emotionally engaging idea or purpose that can be easily adapted to multiple campaign executions.


Joseph Clift, Event Reports, Cannes Lions, June 2015

This event report considers how marketers are neglecting opportunities to engage all of consumers' senses and suggests four practical ways they can make their brands more distinctive.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Nescafe set out to halt the brand's decline since 2000 and increase its appeal to a younger generation of 20-35 year olds.


Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2015

This case study describes how Peruvians were encouraged to smile for their ID photographs by Coca-Cola who wanted to associate their brand with happiness and well-being.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Deutsche Telekom stood out in a competitive market where little product differentiation was apparent.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Fiat in Brazil, in spite of having no connections with football, registered a significant presence during the World Cup 2013.


Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2015

This case study describes how Luxottica brand OPSM challenged brand leader Specsavers in Australia by encouraging mothers to have their children to have regular eye tests.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Volkswagen China addressed the problem of drivers using mobile phones while driving.

WARC RECOMMENDS


WARC BRIEFING

Using Emotion

Key trends and theories in emotional appeals


ARTICLE FOCUS

Pervasive, Yet Misunderstood

Millward Brown on how emotion is misused by marketers


CASE STUDY

P&G: Thank You Mom

Activating an Olympics sponsorship through family ties


RESEARCH PAPER

How TV Builds Big Brands At Low Attention

The emotional brand-building capacity of TV


WEBINAR

Being rational about the emotional

A panel discussion on emotional and social research


CASE STUDY

John Lewis: Making the nation cry… and buy

IPA Grand Prix winner uses emotional TV advertising