There are three things that human beings form naturally: Attachments, relationships and trust. Fortunately, that forms a nifty acronym that can help creative people and planners approach the challenges of integrated marketing communications from an emotion point of view.
Attachments
The Buddha warns us to avoid attach attachment but most people aren’t wired for that approach to happiness. We get attached to our beliefs, the things we own and the brands we choose to decorate our outer persona.
Relationships
Our day-to-day lives are governed by relationships. In one day we can be spouse, parent, boss, subordinate, colleague, teammate, sibling, mentor and coach. We also form unhealthy relationships with booze, drugs, food, co-dependency and a host of other bad influences.
Trust
We form trust as children. It comes naturally. As adults, we learn to trust with caution but mostly go about our day believing that the other guy will stay on his side of the yellow line as we drive to work and that no one will steal our shrubs while we sleep.
How does this affect integrated marketing communications?
It’s simple really. The bond we have with the brands we choose is likely cemented by one or all three of these naturally occurring responses. For example, brand loyalists may be seeking validation of their attachment. That might lead to a status-based, game style approach. Relationships based on comfort may need to integrate a human touch. Customers who trust a brand’s point of view on style may want access to specialized content.
Examining emotional relationships will lead to better channel decisions. In other words, answer the question “why” before you start planning “where”.
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