Marketing with an Emotional Connection

In any emotional connection, there’s a lot of people who will throw their hands up and go “Well you’re a marketer, you want to drive purchase. There’s ultimate incentives.” I think we’re all in the same game here; we’re obviously building businesses and we’re creating value.

The funny thing is most consumer-facing brands actually have a mission statement, something that says “adding value to consumer’s lives” and their products do that, but the unfortunate part is that their marketing and their advertising doesn’t do that. In fact, it’s actually annoying and detracting from their user experiences.

What I simply say when you’re creating these emotional connections is: just be aligned with your mission statement. Just do that thing that your product’s supposed to do in the marketing that you’re using to communicate to your consumers. That’s ultimately how you’re emotional connection gets built.