Coca-Cola content creative director of Asia Pacific: on brand Emotion marketing and its practice

By&http://www.aliyun.com/zixun/aggregation/37954.html ">nbsp; @Steven_

In the product homogeneity serious today, more and more people realize that the brand communication on the basis of excellent product quality, we should pay more attention to the brand to consumers to bring the emotional value of the brand and consumers to establish a solid relationship. Today, "emotional marketing" has been valued and put into practice by many marketers.

In the following video, thoughtful China interviewed Coca-Cola's Asia Pacific content and creative director to learn how Coca-Cola used emotional marketing to become the world's top brand and to explore different strategies to build emotional ties with Chinese consumers. Part Two, Creative home PT Black is sharing the "emotional trilogy" that marketing must understand in China, and finally, several senior executives from Ogilvy and WPP Group have introduced the purpose and connotation of the "China Competition" (a young creative challenge).

"It is clear that we are entering the next generation marketing revolution. From rationality to sensibility to the telling of perceptual stories, we now move on to the next stage, and we hope or be able to interact with perceptual stories. ”

"In fact, you have to go into it to protect the story, because consumers will talk about you at any rate, you have to be interactive, you have to give insights, you can't always lead a conversation, because obviously, because it's the Web2.0 era, now the dialogue is two-way, it can't stop, so you have to accept. "And so on.

"Every culture has its own unique feelings, and smart brands know how to tap new angles to resonate with customers." ”

"The first is the feeling of Home Reunion", "the second is the emotional resonance caused aphasia", "the third is to disregard all around the emotional impact of courage, that is, steel-like willpower." "And so on.

"They never buy a brand that makes them sad, they buy a brand because, for example, the brand knows their childhood, they know why they're doing it, and then they have an emotional resonance with the brand." But pure emotion is absolutely not enough, and more importantly, what does this mean for your brand? And how to relate to them emotionally. "And so on.

Video Address: http://www.tudou.com/programs/view/McpKxU-qLdk/

Carry out the brand emotion marketing, must carry on "The emotion localization", but this kind of positioning essence is based on the brand core value carries on, cannot understand simply "lets the consumer happy, joyful, satisfies" is the emotion marketing. As Juan Tan said in the video: "Pure emotion is absolutely not enough, and more importantly, what it means to your brand."
Emotional marketing also finally return to the connotation of brand communication: "Two-way communication", with emotional elements as a link to promote the interaction between the brand and consumers, integration of online and offline communication and experience, through the media environment in the dissemination of the mechanism of extensive and in-depth infiltration, promote brand identity.

I hope this video will bring you some inspiration.

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This article is from the Socialbeta content contributor @Steven_

This article link: http://www.socialbeta.cn/articles/video-emotional-branding-2012.html