The document outlines 10 commandments of emotional branding: 1. Focus on building relationships with people rather than just marketing to consumers. 2. Sell experiences rather than just products to fulfill emotional desires. 3. Build trust through honesty and sincere efforts to support customers and communities. 4. Create brand preference through emotional connection rather than just focusing on quality.

1. “Emotional Branding”
The Ten Commandments of
Emotional Branding

2. 1.
FROM CONSUMERS TO PEOPLE
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Consumers buy, people live. In communication circles
the consumer is often approached as the “enemy” whom w
e must attack. Terminology like “breaking down their defens
es, decoding their language, and strategizing to win the battl
e” is still commonly used. But why employ this tactic when th
ere is a better way to create desire in customers in a positive
manner without harassing or talking down to them? This can
be achieved by using a win-win, partnership approach base
d on a relationship of mutual respect. After all, the consumer
is your best source of information.
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3. 2.
FROM PRODUCT TO EXPERIENCE
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Products fulfill needs, experiences fulfill desires. Buying
just for need is driven by price and convenience . A product or s
hopping experience, such as REI stores’ rock climbing walls or t
he Discovery Channel stores’ myriad of “sound zones” has add
ed value and will remain in the consumer’s emotional memory a
s a connection made on a level far beyond need. The lines are d
rawn every day between newness and tradition, between what i
s expected and the excitement of change. Our curiosity and sen
se of adventure often wins out over the known. However, a prod
uct can be old and new at the same time, if it continues to have
emotional relevance for consumers.
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4. 3.
FROM HONESTY TO TRUST
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Honesty is expected. Trust is engaging and intimate. It
needs to be earned. Honesty is required to be in business today
. It is one of the most important values of a brand and it requires
real effort from corporations. It is what you would expect from a
friend. One of the most powerful moves toward building consu
mer trust was retailers’ implementation of the “no questions ask
ed” return policy some years ago. This strategy brings total com
fort to customers and gives them the upper hand in their choices
. A very smart decision indeed. Sincere efforts to know and cont
ribute to the brand’s community like those of Wal-Mart and FUB
U are also great examples of building trust.
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5. 4.
FROM QUALITY TO PREFERENCE
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Quality for the right price is a given today: Preference
creates the sale. Quality is necessary offering if you want to stay
in business; it is expected and had better be delivered. Preferen
ce toward a brand is the real connection to success. Levi’s is a
quality brand, but it has currently lost its preferential status. Vict
oria’s Secret, a brand that has achieved an enviable and highly
charged emotional connection with consumers today, is revoluti
onizing a new category and redefining the hosiery and beauty b
usinesses-there is no stopping a brand when it is preferred.
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6. 5.
FROM NOTORIETY TO ASPIRATION
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Being known does not mean that you are also loved!
Notoriety is what gets you known. But if you want to be desired,
you must convey something that is in keeping with the customer
’s aspirations. Awareness is obviously not the only criterion to s
uccessful branding. Beyond awareness, what does AT&T really
mean on an emotional level to consumers? And is there really a
difference for people between the well-known (and some would
say infamous!) brands Exxon Mobil and Texaco? Nike is still a v
ery notorious brand with great visibility, but is it as inspirational a
s it used to be?
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7. 6.
FROM IDENTITY TO PERSONALITY
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Identity is recognition. Personality is about character and
charisma! Identity is descriptive. It is recognition. Personality is
about character and charisma. Brand identities are unique and e
xpress a point of difference vis-à-vis the competitive landscape.
But this is only the first step. Brand personalities, on the other h
and, are special. They have a charismatic character that provok
es an emotional response. American Airlines has a strong identi
ty, but Virgin Airlines has personality.
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8. 7.
FROM FUNCTION TO FEEL
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The functionality of a product is about practical or
superficial qualities only. Sensorial design is about experiences.
Functionality can become trite if its appearance and usage are n
ot also designed for the senses. Design is about human solution
s, based on innovation that presents a new set of sensory exper
iences. Creating product identification by stressing product ben
efits is only relevant if product innovations are memorable and e
xciting to consumers. Absolute Vodka, the Apple iMac, and Gille
tte razors are brands that are focused on presenting fresh shap
es and sensory experiences consumers appreciate.
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9. 8.
FROM UBIQUITY TO PRESENCE
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Ubiquity is seen. Emotional presence is felt. Brand
presence can have quite an impact on the consumer. It can forg
e a sound and permanent connection with people, especially if it
is strategize as a lifestyle program. The fear that a competitor mi
ght occupy the physical territory becomes the motivator, instead
of a focus on inventive ways of making a real, lasting connection
. Joe Boxer’s wacky underwear vending machines which call ou
t to passersby “Hey, do you need some new underwear” and te
ll jokes is an inventive way of standing out and making a connec
tion!
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10. 9.
FROM COMMUNICATION TO DIALOGUE
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Communication is telling. Dialogue is sharing.
Communication, as conducted by many companies, is primarily
about information-and information is generally a one-way propo
sition. Real dialogue implies a two-way street, a conversation w
ith the consumer. Progress in digital media is now allowing this
evolution to take place, and finally will help foster a rewarding p
artnership between people and corporations.
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11. 10.
FROM SERVICE TO RELATIONSHIP
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Service is selling. Relationship is acknowledgment. Service
involves a basic level of efficiency in a commercial exchange. It
is what allows or prevents a sale from taking place. But relations
hip means that the brand representatives really seek to underst
and and appreciate who their customers are. It is what you feel
when you walk into a quicksilver store and find that the music. H
oward Shultz, CEO of Starbucks, speaks about romancing the c
onsumer: “If we greet customers, exchange a few extra words w
ith them and then custom-make a drink exactly to their taste, the
y will be eager to come back.”
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