Building Deeper Connections with Emotional AI
September 13, 2017
Graham Page, Executive Vice-President, Head of Global Research Solutions at Kantar Millward Brown
Building the emotionally intelligent brand
The marketing industry talks the talk about emotion… but then pumps product messages at consumers, spending billions in trying to convince an indifferent audience of the value of minute functional advantages. The strongest brands, and the best advertisers realize that an emotional connection is the ultimate USP, but creating that passion is hard, and hampered by processes which favor short term sales over longer term but more powerful ideas. However, Emotion AI has transformed the way enlightened marketers develop brand communications, by putting a value on emotion, and giving clear guidance about how to tell emotionally powerful brand stories, which engage the audience and foster the connections that sustain brand revenues in the long term.