When we have strong emotional associations to a product, we will hold on to it with the grip of a child whose parents are trying to part her with her favorite blanket.  Think about the place that you call home.  It’s more than a structure, right?

Perceived Value

Is an iPod really more loveable than your fuel gauge?  Some products emotionally move us and some don’t. You may hate your fuel gauge if it broke and left you stranded somewhere, but on most days you likely feel nothing for it. Our iPods, on the other hand, host songs for all stages and moods of our life. Through association, we emotionally connect with these devices.

Emotional Investment

When we have strong emotional associations to a product, we will hold on to it with the grip of a child whose parents are trying to part her with her favorite blanket. Think about the place that you call home. It’s more than a structure, right?

The implications of these ideas are very important when it comes to advertising. What associations does your audience have with your product? Maybe they have never used or seen anything like it.

Product Advertisement

Advertiser’s Responsibilities

Then your advertising may need to focus on creating these emotional associations. Maybe, your audience all ready has positive emotional ties to your product that can be leveraged. If so, your product advertising can use these to enhance existing associations and create new ones.

Your brand is a collection of symbols representing your customers’ experiences with your products (or services). If you want your brand remembered, give your customers a powerful, positive, emotional experience that they can associate with your brand. Not every product will have the charm of an iPod, but the products that do are rarely forgotten.

Photo Credit #1

Ph0to Credit #2