Give free rein to feelings

Cairns, Warwick
March 2006
Brand Strategy;Mar2006, Issue 200, p38
Trade Publication
The author advises companies to consider human emotions when planning their brand marketing strategies. He tells a story that has a message for brands. He cites global mobile phone brand, Orange's successful campaign which has helped the company dominate the market in terms of subscriber numbers. He suggests that brands must tell a consistent emotional story that makes a clear connection with their audience.


Related Articles

  • Brand strategies for Asia. Roll, Martin // Brand Strategy;Mar2006, Issue 200, p34 

    The article looks at brand marketing strategies in Asia. He claims that majority of Asian brands have reinforced traditional values such as hospitality in hotels and airlines. The interconnections between different countries in Asia create opportunities for marketers who want to launch pan-Asian...

  • Funny is money? Ackerman, Jim // Enterprise/Salt Lake City;6/13/2011, Vol. 40 Issue 46, p12 

    The article presents arguments on why being funny in advertising will not always translate to money. Funny advertising is described not to work as the message is not funny enough, takes time to set up, and has to be changed more often due to its short shelf life. The author emphasizes the...

  • Tap into culture and customers. Engesethh, Stefan // Brand Strategy;Mar2006, Issue 200, p36 

    The author identifies three elements all companies should consider when planning their business strategy. These elements include culture, customer involvement and combining customer involvement and culture in one brand. The author cites the case of Coca-Cola to illustrate the importance of...

  • Birds Eye 'to add fish lines'.  // Marketing (00253650);2/25/2009, p2 

    The article reports that Birds Eye and Young has planned to integrate natural fish products in the market in Great Britain. The firm intends also to introduce unbreaded and unbattered products to capitalize on interest in healthy eating with natural seafood product such as cooked prawns. It has...

  • Brand planning your career. Barrett, Mike; Simmonds, Mark // Training Journal;Nov2008, p37 

    The article discusses how product branding is relevant to career development. It has reviewed the strategic brand plan for Refresshh. It determines the use of strengths, weaknesses, opportunities, and threats analysis (SWOT). It notes that the role of marketing objectives was to help the team...

  • Performance Branding.  // International Professional Performance Magazine;2007, Vol. 15 Issue 4, p15 

    The article discusses the concept of performance branding in the U.S. which includes master brand, the identity of products which reduce cost over shortened product life cycle, and super brand. It believes that the development of a master brand into a super brand requires strategic application...

  • Is nostalgia covering up for a lack of new product development? Simon Michaelides; Jon Davies; Jaffe, Marrk; Ellwood, Iain // Marketing (00253650);4/29/2009, p24 

    In this article, the authors discuss the significance of nostalgic products and its implications to marketing. One comments that these products should not be relied to deliver long-term growth. Another criticizes that bringing an old brand is an opportunistic decision rather than a long-term...

  • Pint of View The Message Has Two Faces. Lager, Marshall // CRM Magazine;Oct2009, Vol. 13 Issue 10, p50 

    In this article, the author discusses the significance of brand marketing. He notes that brand marketing has two factors which can be positive or negative in nature. Furthermore, he suggests that one must be careful and must assist the label whether it delivers the application and answers an...

  • Bleed It Out. Wilson, Robert // PA Times;Aug/Sep2011, Vol. 34 Issue 3, p27 

    The article focuses on the marketing strategy that speaks to people on a subconscious level through an emotional appeal rather than the logical appeal.


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics