Tuesday, September 20, 2016

Emotional Intelligence—Leveraging the Feeling

Have you ever laughed until your stomach hurt? Until there are no sounds but
just teary-eyed flailing of arms?

Happy emotions can do a lot – elevate your mood, for instance. The U.S. News
Health says laughter improves heart health. No wonder then, that we instantly
connect to brands that make us laugh. Brands that provoke some emotion,
make us feel. That is the key to stand apart – make consumers feel something.
According to the Atlantic, “over the past decade, an abundance of
psychological research has shown that experiences bring people more
happiness than possessions.”

And that is what brands all over are clamouring to deliver – a meaningful
customer experience. It is the key to customer loyalty, and a major influencer
along the buyer’s journey.

Let us look at how brands are forming these connections, giving people
experiences worth remembering.


Otrivin is Novartis India’s flagship brand in the OTC nasal decongestant
category. It is a space densely populated with remedies ranging from balms
to tablets and inhalers to nasal drops. Consumers know the brand, but do
not know how it provides superior relief. In a way, it was like any other
product in the category.
What becomes paramount in this situation, is enhancing trials and creating
brand preference among the target audience – in Otrivin’s case, males in the
age group of 25-44 years. Currently, consumers live with, and ignore the
problem of nasal congestion until it becomes severe, a behaviour which was
acting as a barrier in getting trials.

“To develop the TVC, the agency tapped into the consumer insight that
when a person is suffering from a blocked nose, he cannot speak clearly.
This not only hampers his performance but also causes social
embarrassment, as he is ‘nasally misunderstood.’

The inability to speak / breathe clearly, and being ‘nasally misunderstood’
was a crucial insight into developing the TVC – a welcome relief, comic
even, that drove the point across quite effectively, and even made viewers
laugh while doing so.


Before becoming the go-to solution for oral freshness and as an antiseptic
mouthwash, Listerine was used for anything from cleaning floors to curing
gonorrhoea. But in the 1920’s, the smart people at Listerine found that the
composition could cure chronic halitosis – bad breath. And there began a
radical shift in positioning – the communication dramatized how people
were turned off by those with bad breath. It was not such a big deal back
then, but this shift drove Listerine to becoming a multi-million dollar brand in
less than a decade. Bad breath was made the enemy, and Listerine, the
knight in shining armour.

The emotional connect here was everyone’s intrinsic need to be close to
people they liked, and possibly help intimacy.


The bindi – as instant a marker of being an Indian woman as the saree. Visit
any Indian village, and the one thing you will almost instantly notice is the
bindi on the women’s foreheads. This dot that has several meanings, from
the religious to the spiritual and even cosmetic. But did you know, that this
small dot has helped millions of women in rural areas lead better, healthier
lives? Well, here’s the story.

Lack of iodine has been linked to several life threatening medical conditions
such as breast cancer, brain damage and pregnancy-related complications.
And in India, iodine deficiency is a grim reality finding its root in the inherently
deficient soil of the subcontinent. Adding to the problem, is the fact that in
spite of iodine-fortified salts being introduced, close to 350 million people
still have not started using it.

This unique problem needed an equally unique solution. And the bindi came
to the rescue. Something so ubiquitous, something that’s part of everyday
life, the bindi was turned into the ‘Life-saving Dot (Jeevan Bindi).’

Special bindis were manufactured with a small dose of iodine in them.
Flawless drug delivery combined with zero compliance issues – the
Life-saving Dot is what all pharma products aim to be.


Stressful work atmosphere and long hours filled with lectures, presentations
and activities, and a lifestyle that leaves no room for exercise – all these come
together to create an ideal for backache to set in. Relief remains elusive, with
pained expressions like “aah” slowly becoming part of vocabulary.

Moov entered this distressed space, with its benefit of relief closely locked
in with its message. A message that brought smiles to everyone’s faces,
and respite from backache.

“Aah se aha tak”, an expression that encapsulates ‘from pain to relief’ drove
home the explicit desire for a credible relief process. And helped Moov
secure a solid position in the minds and hearts of consumers.

There you have it – a change in vocabulary that remains true to the product,
aids recall and ensures presence in almost every Indian home. This is the
spirit of Moov, a friend that has seen a long, unbroken continuum with
consumers’ lives. 


We have now seen examples of how consumers connect with brands that
elevate their benefits to an emotional level. Mastering the messaging, then,
might seem like a daunting task. Let us strip the concepts and reveal some
simple truth behind the messages. Here are the key takeaways –

Know your target audience and what they feel, want and need.
Know the emotions that your brand and marketing materials should evoke.

Craft marketing messages that skilfully trigger the emotions in your target
audience in a way that aligns them with your brand.

Ready to give emotional branding a go? We’d love to hear how you did.

1. http://www.bestmediainfo.com/2012/01/otrivin-shows-the-way-not-to-be-nasally-misunderstood/
2. http://www.referralcandy.com/blog/feels-13-examples-emotion-centric-marketing/
3. http://www.thebetterindia.com/21565/jeevan-bindi-can-save-million-of-lives-iodine-patch-innovation/
4. http://www.superbrandsindia.com/images/brand_pdf/consumer_1st_edition_2004/moov/moov.htm

No comments:

Post a Comment