2min chapter

That's What I Call Marketing cover image

S2. Ep. 13: Sustainability Marketing with Maddy Cooper

That's What I Call Marketing

CHAPTER

The Importance of Emotion in Branding

Marketing is all tied to emotion. I don't mean the emotion of fear of doom and gloom. There's positive emotions here. We have an affinity with the brands that we choose to associate with. It's just basic, you know, basic human design. With those brands that can be even more evocative and appealing for this age of sustainability. People want brands that they can feel good about making the world a better place.

00:00
Speaker 2
Yeah, you really have to tell the story. And like there's such, again, we know like fame and emotion do so much to grow brands and like this. This is all like tied to emotion. I don't mean the emotion of fear of doom and gloom. I actually mean, like there's positive emotions here. Like I, again, the Tony Stark alone, he won is wonderful because I remember getting one of the bars and showing the kids, you know, why it was designed the way it was designed and now when we're in the shop, that's the bar they see, you know what I mean? Like it's like that's, I know they're not advertising to kids. I did that. But that's your
Speaker 1
to you. So yeah, yeah,
Speaker 2
but it's like your memory structures is your brand like all the good stuff that we hear about, you know, if we pull fell to a computer field, all that stuff. You can see how this sits in and go back to my earlier question like, does it sit with marketing? Yes.
Speaker 1
Yeah. Because it's about, you know, it's all about like we've had so much of the sort of I shop there for I am kind of we're all built in that way to want nicer and better things part of even even to want nicer and better things and lovely experiences. But we are, we have an affinity with the brands that we choose to associate with and they create our identities. It's just basic, you know, basic human design. And with those brands that can be even more evocative and appealing for this age of sustainability, where more and more people are concerned about the planet, the future of their children, can their children have children, all of this like reality, people want brands that they can feel good about that are making the world a better place. And so it definitely assists within branding, but they've got to be able to talk to sustainability folks to get the right stories out, because otherwise the stories might be a bit ropey and risk greenwashing to the water. And it's got to be a way of talking
Speaker 2
to each other.

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