Brain Driven Brands

STOP Testing Angles in Your Ads…START Testing Emotions (Here’s How…)

Sep 26, 2024

Discover why emotional appeal should take center stage in advertising over traditional angles. The discussion reveals how the iOS 14 update pushed brands to focus on emotional engagement. Delve into the power of esteem and nurturance as key emotional drivers that influence consumer behavior. Learn how feelings of freedom and empowerment can transform connections in marketing. The conversation also introduces a useful NLP report tool to decode customer emotions, ultimately leading to more effective ads.

24:19

Creator website

AI Summary

Highlights

AI Chapters

Episode notes

Podcast summary created with Snipd AI

Quick takeaways

Modern marketing should prioritize emotional connections over traditional angles to foster customer intention and long-term loyalty.

Brands can enhance engagement by strategically utilizing core emotions, such as nurturance and esteem, in their advertising campaigns.

Deep dives

The Shift from Angles to Emotions in Marketing

In contemporary marketing, focusing on emotional connections rather than traditional angles is crucial for success. While angles were historically effective in targeting specific customer personas through direct use cases, they have become outdated in the wake of changing digital landscapes, particularly after updates like iOS 14. Modern consumers are exposed to overwhelming amounts of information, making it difficult for them to engage unless marketing efforts resonate emotionally. By tapping into emotions, brands can create more meaningful ads that foster intention, behavior, and long-term loyalty from their customers.