To effectively deliver emotional resonance for a brand, companies need to focus on identifying ways to serve people rather than just promoting products. They should see customers as individuals with emotional needs like security, adventure, freedom, and community rather than just sources of revenue. Brands can better connect with people by championing causes that improve lives and allowing customers to participate in co-creating the brand experience.

1. To deliver Emotional Resonance for a brand, we need to move away from finding an excuse to say things to people and start to identify something we can do for them

2. We can start by looking at them as people not any of these : source: Cluetrain Manifesto originally but I stole it from Subject to Change from Adaptive Path

3. And it is time to serve up little

4. Then begin to service people’s inherent emotional needs SECURITY ADVENTURE FREEDOM EXCHANGE POWER COMMUNITY ACCEPTANCE EXPANSION EXPRESSION

5. We need to address an emotional need greater than the product Better Running Shoes Better Running

6. We are now moving away from just functional product to lifestyle experiences FUNCTIONAL PRODUCTS EMOTIONAL EXPERIENCES

7. How does this translate into marketing brands

8. We need our brand to champion an agenda Better tea for you Better tea for everyone

9. We need to clarify people’s expectations …..then better them Expect it Better it

10. We need to let people be part of the process The power of co-creation highlighted in the 1920’s research which identified the Hawthorne Effect

11. We need to move from an ….. Ivory Tower Opening the door

12. Better transport for your baby Ideas for great experiences with your passenger We need to facilitate people’s emotional experiences

13. We need to give them what they want…..without them knowing it Telling Facilitating

14. We need to make our brands make people’s lives better By providing a complimentary service to that of the brand Providing something useful, not yet more clutter By accentuating your brand through what you do, not just what you say By Delivering BRAND UTILITIES ‘ Not taking another 30 seconds of someone’s life’