“The Emotion Effect” White Paper Educates Brand Marketers on What Fuels Brand Growth – and The Sins That Don’t

Marketers have long grappled with the tension between short-term sales spikes and long-term brand building, so today the always-on brand tracking platform Tracksuit has launched ‘The Emotion Effect’ to educate marketers on what fuels brand growth.

The new report explores the detriment of emotionless advertising and its impact on brand growth to solve this very real problem for brand marketers and agencies alike. The report includes collated insights and research from Tracksuit’s platform, Google, IPSOS, and The Institute for Practitioners in Advertising.

The white paper centers on evidence that emotional storytelling consistently outperforms rational approaches across all platforms including traditional media and digital channels like YouTube, and aims to empower marketers with the insights necessary to drive business value and growth over time.

“Most marketers understand the power of emotional advertising to grow a brand, but cave under pressure to show quick returns, leading to an over-reliance on rational, promotional, and activation-driven campaigns,” commented James Hurman, Founding Partner at Tracksuit.

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“Most marketers understand the power of emotional advertising to grow a brand, but cave under pressure to show quick returns, leading to an over-reliance on rational, promotional, and activation-driven campaigns,” commented James Hurman, Founding Partner at Tracksuit.

The white paper, aptly timed to ‘spooky season’, explores a handful of brand campaigns including Airbnb, Heineken, La Roche-Posay and Mattel, and the seven deadly sins of emotionless advertising that marketers need to avoid, including:

• Greed: An insatiable desire for more, greed manifests itself when marketers use their resources to buy their target – in this case, brand awareness.
• Wrath: When marketers use aggressive, promotional techniques and rational messaging to shout to their audience without first building positive feelings towards the brand.
• Sloth: Focusing on rational messaging to achieve short term sales targets, prioritizing volume over profitability, and neglecting to foster the brand’s pricing power is the lazy and easy path to take.

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Ariane Pol, Global Head of Research at Google whose insights are integrated throughout the report, commented: “If you’re trying to build your brand long term and people might not be in the market for it right now, it’s about taking them on a journey and sharing why you’re different, taking a new spin in the category and being perceived as a different brand that aligns with what they need, with what they want.”