tag:blogger.com,1999:blog-4169807398234019196.post9137650078016354107..comments2023-09-16T12:49:54.607+01:00Comments on The Sell! Sell! Blog: In The Stampede Towards Emotional Advertising, Are We Forgetting The Thing That Consumers Bought Into In The First Place?Sell! Sell!http://www.blogger.com/profile/10702354938890218799noreply@blogger.comBlogger10125tag:blogger.com,1999:blog-4169807398234019196.post-68504900565935155072014-04-01T14:56:49.109+01:002014-04-01T14:56:49.109+01:00Scamp, I do worry that advertising people are way ...Scamp, I do worry that advertising people are way more interesting in brands and what a brand "says about them" than most normal people.Some Old Guynoreply@blogger.comtag:blogger.com,1999:blog-4169807398234019196.post-75399409117447075012014-03-28T14:37:37.934+00:002014-03-28T14:37:37.934+00:00How do you feed back to the new product developmen...How do you feed back to the new product development team or the engineers at BMW, that people simply post rationalise their decision making?<br /><br />Marketer - We need people to be more emotionally involved with our brand, we need them to feel happier about it.<br /><br />Engineer - How do we do that? What are people saying about or cars? Are they unhappy about them?<br /><br />Marketer - God no. It's just we asked a few and they said amazing things the problem is we think they are just post rationalising their decisions?<br /><br />Engineer - What did they say?<br /><br />Marketer - Well, they said they liked the fuel economy, various aspects of the performance and it's safety record, the new metallic colours and it's extended warranty.<br /><br />Engineer - But you don't believe them? This is what we worked for 3 years to do. Have you any idea of the level of science and engineering that went into that? Do you want us to inject some joy into it?<br /><br />Marketer - You just dont get it do you? People buy emotionally, they just post rationalise their emotional decisions with spurious reasons.<br /><br />Engineer - Oh, so what you going do about that?<br /><br />Marketer - Make people more emotionally engaged with our brand.<br /><br />Engineer - It's just my brief is to make better cars than our competitors. We lost some ground and are close to catching up. We made a mistake of putting our badge on any old crap. We are currently woking on a new hybrid engine, a device that stores kinetic energy, a bit boring to you I'm sure and we even have a secret lab where we are making driver-less cars. Should we stop?<br /><br />Marketer - Why would you stop?<br /><br />Engineer - Because if people told you they bought our cars for these very reasons you'd think they were lying wouldn't you?<br /><br />Marketer - You just don't get it do you?<br />Jim Powellhttp://blog.teeming.co.uk/noreply@blogger.comtag:blogger.com,1999:blog-4169807398234019196.post-86907825308325255672014-03-28T13:00:50.791+00:002014-03-28T13:00:50.791+00:00Mercedes = I'm successful
Alfa Romeo = I'm...Mercedes = I'm successful<br />Alfa Romeo = I'm sexy<br />Ford = I'm a man of the people<br />Land Rover = I'm outdoorsy<br /><br />That's it. That's all it's ever been!<br /><br />I honestly don't think I can remember a single fact, about any product. Except maybe that Dyson vacuum cleaners are bagless. Even then, I'm guessing they all are now. So I guess if I buy a Dyson today, I'm buying 'Dyson-ness'.<br /><br />The purpose of facts? To give you something to write an ad about. The purpose of ads? To portray a brand image. The purpose of brand image? To communicate to other people what kind of person you are.<br />Scamphttps://www.blogger.com/profile/05484096698867934977noreply@blogger.comtag:blogger.com,1999:blog-4169807398234019196.post-38444392111464101052014-03-27T12:36:10.883+00:002014-03-27T12:36:10.883+00:00I don't think it's really a question of ra...I don't think it's really a question of rational versus emotional. I think it's a question of what will get a person to buy a product or service. Maybe that is an emotion ploy. Maybe it's not. Those are tools, not exclusive approaches.<br /><br />Brand advertising is a myth. It's an egotistical, masturbatory, and expensive way to make executives happy. Product advertising builds brands. I'll bet we can all name quite a few examples. You don't even need a logo. Just a product and a reason to believe it's a good one.<br /><br />I swear, this is so goddamn simple and so many agencies refuse to accept a spade as a spade. It must be complicated, or they can't feel self-important or trendy. Every meeting I go to makes me mad enough to taze kittens.Cecil B. DeMillenoreply@blogger.comtag:blogger.com,1999:blog-4169807398234019196.post-62121185097131251952014-03-26T17:41:49.387+00:002014-03-26T17:41:49.387+00:00True to your brand that's a good provocative s...True to your brand that's a good provocative straight-talking post. The issue as I see it is how to nudge people closer to buying your product when there is nothing truly distinctive about it. Think various beers, bank accounts, denim jeans, not amazing cars like BMW.<br /><br />You have to create a bridge between the customer's world and your product - it could be an attitude, a certain kind of activity, or dare I say it, an emotion attached to an area of life (eg. your family). That's where this stuff comes from, with the additional complication that this is all very well-ploughed territory for advertising - it's been doing this kind of thing from year dot. <br /><br />One answer is to ramp up the emotional content. Which takes us all further away from product features and benefits - these are increasingly outsourced to web content and tactical ads.Freddie B.https://www.blogger.com/profile/09914181306688027971noreply@blogger.comtag:blogger.com,1999:blog-4169807398234019196.post-77454056862542354122014-03-26T16:53:27.535+00:002014-03-26T16:53:27.535+00:00So to sum that up:
Only if you can prove to them t...So to sum that up:<br />Only if you can prove to them that they're buying a good car they'll also FEEL that they're buying a good car subconsciously.<br /><br />That about right?Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-4169807398234019196.post-38284674737831081362014-03-26T16:02:13.011+00:002014-03-26T16:02:13.011+00:00Thanks Scamp. I'm glad you brought that line o...Thanks Scamp. I'm glad you brought that line of thinking up. I know a lot of people in the business are using the 'system one and two thinking' theory to justify this approach: "We make rational justifications for decisions we take instinctively". But I'm not sure it's as simple as that. Yes, of course people have an understanding of what BMW stands for, but that "What they stand for" has been built in your mind over years of communication, experience and other people's experience, reviews and other stuff. At a base level, I reckon most people buy a BMW because they think they are buying a good car. And yes, that is 'what they feel about the brand' in a way of speaking. But that way they feel isn't just feelings, it's a collection of things that together is an understanding of BMW. The problem that advertising people have is jumping to the conclusion that making people 'feel something about the brand' is the direct job of advertising. They should really be saying things about BMWs that contribute positively to people's understanding of them. Sell! Sell!https://www.blogger.com/profile/10702354938890218799noreply@blogger.comtag:blogger.com,1999:blog-4169807398234019196.post-7152940494395324782014-03-26T12:51:04.658+00:002014-03-26T12:51:04.658+00:00Keep in mind Scamp that those justifiers would'...Keep in mind Scamp that those justifiers would've bought a BMW, no matter what.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-4169807398234019196.post-20307134668557264862014-03-26T11:49:50.664+00:002014-03-26T11:49:50.664+00:00Interesting discussion. The only thing is, I recko...Interesting discussion. The only thing is, I reckon when you ask someone why they bought a particular product, they lie. Yes, they give you a rational reason or two. But they're just justifiers. That's why BMW ads have body copy. People actually buy BMW's because of what they feel about the brand. Or perhaps, what they feel other people feel about the brand...Scamphttps://www.blogger.com/profile/05484096698867934977noreply@blogger.comtag:blogger.com,1999:blog-4169807398234019196.post-19626054315525053552014-03-26T11:34:39.023+00:002014-03-26T11:34:39.023+00:00Sell Sell - they talk the talk and walk the walk. ...Sell Sell - they talk the talk and walk the walk. Anonymousnoreply@blogger.com