Emotional Innovation from Roland & Rogier van Kralingen

1. The
Emo(on
Hunters
Why
brands
need
to
connect
with
our
emo(ons
©INNOA
2015
All
rights
reserved

2. “It
is
not
the
strongest
of
the
species,
nor
the
most
intelligent
one
that
survives.
It
is
the
one
that
is
the
most
adaptable
to
change.”
Charles
Darwin
in
The
Origin
of
Species

3. EMOTIONAL
INNOVATION
the rise of emotion
consumption
roland en rogier
van kralingen

4. What
do
all
successful
people,
services,
products,
media,
brands,
buildings,
areas
and
ciCes
in
common?

5. People..

6. ..museums..

7. ..ciCes..

8. ..media..

9. ..universiCes..

10. ..buildings..

11. ..brands..

12. ..they
are
all
emo6onally
intelligent:
they
make
a
superior
connecCon
with
our
emoCons

13. Strong
brands
have
soul!

15. Strong
funcConal
brands
have
soul
too

16. PlayCme

19. 80
to
90%
of
all
decisions
are
based
on
emoCon
(source:
Harvard
&
Kahneman)

20. A
brand
to
be
successful,
needs
to
engage
the
mind
as
well
as
the
heart

21. Of
every
Volvo
ever
built,
7
out
of
10
are
sCll
driving

23. FuncConal
EmoConal
FuncConal?
The
car
performs
its
task:
one
can
drive
it
EmoConal?
Volvo
is
known
for
its
safety,
including
a
safe
roll
cage

24. Why
are
people
so
focused
on
emoCons?

25. We
seek
something
bigger
than
ourselves

26. art

27. Spirituality

28. Love

29. Religion

30. Science

31. Nature

32. Travel

33. Food

34. Inspiring
people

35. Sports

36. People
jump
from
one
emoConal
world
into
the
other
many
Cmes
a
day!

37. sports
fashion
games
music
nature
entertainment
food
living
religion
literature
art
pets
travel
poliCcs
spirituality
family
love
business
child

38. Relaxa(on
Tenderness
Love
Party
Overwhelming
Togetherness
Fun
Loneliness
Loss
Seduc(on
Music

39. Fashion
Stunning
Desirable
Sensual
Stylish
Secure
Accepted
At
ease
PreEy
Elegance
Beauty
AErac(veness
Gorgous
Charming

40. Joy
Loss
Anger
Despair
Euphoria
Admira(on
Disappointment
Surprise
Invincible
Sadness
Sports

41. What
do
we
know
about
emoCons?

42. EmoCons
are
physiological
reacCons…

43. …someCmes
involuntary...

44. …o]en
deliberate…

45. …we
wish
to
consume
posiCve
emoCons…

46. …reduce
negaCve...

47. …since
negaCve
emoCons
are
the
primary
source
of
innovaCon!

48. We
also
wish
to
“consume”
brand
emoCons

49. …because
we
use
brands
to
idenCfy
ourselves…

50. …even
if
the
products
are
funcConal!

51. “Today,
we
put
romance
into
the
computer”
Steve
Jobs