• In the new digital world there are increasing consumer-brand touchpoints ….many of these are more integrated into people's lives, making it possible to target more profound 'real life' connections
  • But while consumers may be more 'reachable' they have also become more empowered, selective and 'marketing-aware' - no longer a 'captive audience'
  • The same new technologies have given them more control: they are more 'experienced'….more savvy about what they truly connect with…especially emotionally
  • In this 'new' world many brands have sought the 'holy grail' opportunity of associating themselves with emotionally powerful personal, social and cultural life-goals and aspirations:'missions' to make people's lives better
  • When brands strive to make more profound emotional connections consumers increasingly demand 'emotional authenticity' in what they can stand for…. in how they connect and communicate…across the brand experience
  • So we are especially alive to the nature and parameters of a brand's 'emotional authenticity'
  • We explore how brand values and benefits can ladder to motivating emotional, personal, social and cultural significance in people's lives… to create the most powerful brand story …
  • In our experience this makes it all the more important to ensure a sense of authentic emotional connectability with the core product experience (even if not overtly communicated)
  • We believe the ‘Brand Voice’ is a key factor contributing to emotional authenticity
  • This is not just relevant to 'traditional' communication but to any aspect of the brand experience which sets out to bring the brand story to life
  • As brands strive to make more meaningful emotional connections with people's lives, they can overstep their emotional authenticity and end up feeling contrived, condescending, betraying an underlying 'corporate' agenda
  • Today it often works better to think of 'consumer/brand conversations' rather than 'messages'
  • The new digital world has also inspired a 'new generation' of research technologies making it possible to get closer to the contemporary consumer-brand experience
  • But while the nature of contemporary brand experience may vary, the core foundations of brand understanding and insight remain essentially the same
  • Unquestionably, the raft of techniques and methods at our disposal can add value… But experienced judgment and interpretation remain paramount. It has been said before, consumers do not necessarily say what they mean nor mean what they say in research
  • We believe a key skill we have developed through our experience is 'emotional intelligence'….
  • It is 'emotional intelligence' which helps us judge the boundaries of a brand's emotional authenticity
International brand insight