Emotion is the new metric of success: why your brand needs to generate memorable experiences.
Image: Unsplash
In a saturated market, where competition is fierce and consumers are increasingly demanding, an undeniable truth is emerging: if your business does not yet generate emotion or experience, it is doomed to failure. Recently, the Sebrae de Curitiba Trends Guide brought a crucial warning to entrepreneurs and managers. Presented by the technical coordinator of innovation, Mauricio Reck, on 01/08/2024, the study highlighted emotion as an essential metric for the success of any brand.
Emotion as a metric of success
The concept is not new, but its importance has never been so evident. According to the book Experience Economy , creating memorable experiences goes far beyond the mere commercial transaction. It is about creating moments that touch the hearts of consumers and make them feel a genuine connection with the brand. When customers feel emotionally involved, they return and become passionate advocates of the business.
Examples of brands that know how to explore emotions:
1. Patagonia
Patagonia isn’t just an outdoor clothing brand; it’s a passionate advocate for the environment. The company not only sells durable, functional clothing, but also commits to sustainable practices and supporting environmental causes. Campaigns like “Don’t Buy This Jacket” challenge consumers to rethink their consumption and think about their environmental impact, creating a deep emotional connection with customers who share these values.
Data and Impact:
Green Marketing Research : Studies show that 50% of consumers are willing to pay more for products from companies that demonstrate environmental responsibility ( Nielsen, 2020 ).
Customer Loyalty : Patagonia has a remarkably high customer retention rate, with an average of 80% repeat customers ( Patagonia Annual Report ).
"Don't Buy This Jacket" Campaign : The campaign generated a 30% increase in sales and helped solidify Patagonia's image as an ethical and sustainable brand ( Patagonia Case Study ).
Image: Unsplash
2. Red Bull
Red Bull goes beyond simply selling energy drinks; it positions itself as a lifestyle and adventure brand. It sponsors extreme sports events and runs its own competitions and projects, such as the Red Bull Stratos, where Felix Baumgartner jumped from the stratosphere. These events not only generate excitement, but also create a strong bond between the brand and extreme sports enthusiasts.
Data and Impact:
Marketing campaigns : Red Bull spends around 30% of its marketing budget on events and sponsorships, which contributes to its strong association with extreme sports and adventure ( Red Bull Marketing Strategy Report ).
Brand equity : The brand has an estimated value of $11 billion, reflecting the emotional impact and loyalty of consumers ( Brand Finance, 2023 ).
Campaign impact : The Red Bull Stratos event received more than 8 million live viewers and millions of views across digital platforms, demonstrating the brand's strong emotional appeal ( Red Bull Media House ).
Image: Unsplash
6. Nike
Nike excels at creating emotional experiences through its inspirational campaigns and immersive events. The brand uses stories of overcoming challenges and motivation, such as its “Just Do It” campaign, to create a strong emotional connection with its customers. Additionally, events like Nike Run Club offer community and challenge experiences that encourage personal and emotional connection with the brand.
Data and Impact:
Net Promoter Score (NPS) : Nike has an NPS of 60, which is considerably high, evidencing customer loyalty and satisfaction ( NPS Benchmarks, 2023 ).
Inspirational campaigns : The “Just Do It” campaign helped Nike increase its sales by 20% after its launch ( Nike Marketing Report ).
Events and Community : Nike Run Club has over 1 million active users and promotes local events that create a community and emotional connection to the brand ( Nike Digital Engagement Report ).
Image: Unsplash
These brands create experiences and emotions that resonate deeply with their consumers, establishing loyalty that goes beyond the commercial transaction.
Comentarios