Brand Leaders Need to Tap into emotional insights.

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Jasmine Moradi:
I’m very curious about because I’m facing the same problem, and you’re met so many people, how come brands are still neglecting this the power of Limbic Sparks in their brand strategy? Or the leader scared of emotions? Why is it so challenging? To be close to our emotions?

Kevin Perlmutter:
You know something? I don’t know the exact answer to that question. I mean, partially, it’s because people get stuck in the way it’s always been done and changes. But I’ve come to another theory recently. Another conclusion is that people associate emotional branding. When I say people, I mean brand leaders CMOS, you know, they associate emotional branding with, oh, I don’t want to get my brand doesn’t want to be more emotional. No, my CEO doesn’t want our brand to be soft and emotional. people associate emotional branding with their brand, changing its personality, and being more emotional. That’s not what we’re talking about.

Jasmine Moradi:
It makes the motion is something negative. It’s like emotion is being weak.
 
Kevin Perlmutter:
But more importantly than that, there’s a misconception. Tapping into emotional insights to improve a brand’s connection with people is not the same as a brand’s personality becoming more emotional. A brand needs to understand the emotions of the people they want to connect with. They need to understand what those people need and want and desire in life, so that the brands can more effectively communicate with them. It doesn’t mean sitting on the couch and crying with them. It means he did nice. It means scooping ice cream together waiting for the world to change. It means that they are understanding what people need and want, and they’re able to effectively adapt how they communicate and what they offer so that people’s needs are met. That’s what emotional insights is all about. Understanding emotional insights can create a competitive advantage if you’re addressing people’s needs and desires most effectively.