Do you know that the brands you love — the car you drive, the clothes you wear, the drink you drink, the shows you watch — represent your deep-seated passions and unfulfilled aspirations in life? Think about it. Why else would you pay extra money for these brands?
More is known about you. You prefer these brands over their competitors. You maintain a loyalty to these brands even in the face of adversity. You join or remain on the fringe of communities of people who love the brands you love. You have something really in common with them, even if on the surface it seems you can’t stand them!
Now that we’re obviously headed into the subconscious realm of the mind where the bulk of our motivations — especially our deep-seated passions and unfulfilled aspirations — reside, it’s necessary to switch gear to the professional view of what this love affair with brands is all about.
With the consumer (and the customer) now almost fully in control and command of their preferred ways to relate to the brands they love, it is clearer than ever that people really value and enjoy the essence of their favorite brands. This is true even if the authority and advertising of brands is no longer as consciously revered as they once were.
Professionally, we call this ‘brand essence’, ‘brand relevance’, ‘brand engagement’, ‘brand connection’, ‘brand dialogue’, etc. This is important stuff because it’s what makes for ‘brand differentiation’ and ‘brand competition’.
I believe there is at least one more step we can professionally take to activate brands. This not-so-new concept is what I will call ‘brand service’ and ‘service marketing’.
I land on this concept after years of measuring the subconscious motivational potential, aka subconscious marketing potential, of brands. Emotion Mining Technologies (EMT) are built on years of research and development (R&D) that repeatedly has found unique subconscious, if not always unique conscious, emotional profiles for brands when compared to the profiles of other brands in the competitive set.
Emotion Mining employs a copyrighted model of 32 standard emotion channels to distinguish brands, and the audience segments who always have different subconscious emotional responses to these brands. Composed of all of the thousands of emotion words in the given language, this model classifies emotions in four phenomenological dimensions. These dimensions (metrics) describe the Enjoyment (pleasant versus unpleasant); Interest (inward versus outward); Commitment (active versus passive); and Passion (intense versus mild) that drive ‘brand behavior’.
Moreover, combining Emotion Mining’s ability to distinguish perception (conscious versus subconscious) with this phenomenology, a ‘SWOT analysis’ is produced constituting each brand’s fundamental profile. Conscious strengths and weaknesses are generally known from previous self-report and word-of-mouth, and can be considered ‘price of entry’. On the other hand, subconscious opportunities and threats are the places where strategic and budgetary thinking should focus to most predictively ‘move the business needle’. Again, this is motivational potential, aka marketing potential.
How to activate your brand? Use Emotion Mining to conduct a study of your brand, then access your proprietary study knowledgebase to answer your deepest brand questions and guide your decision making. At your fingertip will be rich, powerful, dramatic stories representing the deep-seated passions and unfulfilled aspirations of your brand enthusiasts, and related segments. These are the unmet needs that will lead you to the right strategies and messages to serve your target audiences.
Brand service begets service marketing.