Brands: The Power of Emotion

Dennis Rodman and Grant Hill’s story made me think about my childhood and looked back on the past. Writer is talking about the emotional marketing, by giving an example which is related to his experience at the shoes store. In this case, purchase decision was made because of the names on shoes, Dennis Rodman and Grant Hill. In my perspective, whether the quality of the product is good or not, I tend to choose the product which has some word on it what I like. Furthermore, if the product has a compelling story, that makes me choose that products.
In fact, making purchases based on emotion is quite normal. Emotions always play a role in the decisions buyers make. At this article, I could read the McDonalds story what professor said before in class. Although their competitors tried to make more big burgers, they tried to make the impressive image as a marketing on and on. So they could set the image of McDonalds as a playful place, rather than a place to sell the foods. And they made the logo as a smile shape to give a happy image for customers.
I think marketing’s basic factor is high quality product, but the most important thing in marketing is a marketing strategies to sell more than before. As the writer stated in this article, we're emotional beings, and we respond to emotional appeals. And they have to win people's hearts instead of their minds. If the marketing strategy makes customers’ hearts move and emotionally toughed, revenues and good image of the company will be maximize.



Original article:
http://www.businessweek.com/smallbiz/content/nov2007/sb2007118_797874.htm?chan=search


20501008 Jeong-Hwan Kim