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Emotion Matters
The scientific evidence now endorses emotion as an essential part of decision-making. While the rational side of the consumer can’t be ignored, it plays a secondary role to emotion in building strong brand relationships.
Managing Emotion
Managed well, emotion allows you to create a unique competitive advantage. Your competitors can’t copy it and consumers will pay a premium for it. Emotion turns products into brands.
NeedScope provides unique tools to research and manage emotion.
Emotion Powers Consumer Choice - Technology
This mobile phone has a dual camera, supports quadband frequency and is bluetooth compatible.
She will never use any of these features. She could have bought one with everything she needs for a fraction of the cost.
But the brand makes her feel alive and she just loves it.
Emotion Powers Consumer Choice - Consumer
This anti-ageing moisturiser has, like its competitors, been researched for many years, contains its own patented ingredients and promises younger looking skin.
This may or may not be the case.
But the brand makes her feel elegant and confident so she’s happy to believe it.
Emotion Powers Consumer Choice - Finance
He assumes this credit card offers a competitive interest rate and payment terms.
He assumes it’s accepted as widely as other major cards. But he isn’t sure about
this.
But he knows the brand understands what’s important to him in life and he’s sure about that.
Emotion Powers Consumer Choice - Automotive
This car goes 100km faster than he’ll ever need. It only seats two people and has no room for luggage. It is expensive to run. It cost him more than he earns in a year.
But when he drives it he feels king of the road and he loves it.
The world’s most successful brands manage emotion at every step.
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