The power of communicating on an emotional level
Read in the New York Times Business section today: ‘In campaigns from the longtime previous agency . . . the brand was peddled on “functional benefits”. . . “But we’d hit that point where consumers say: ‘I know that. What else?’ ” . . . “The conversation needs to happen on an emotional level because that’s where the power of a brand comes in. We found ourselves in need of strategy change and creative change.” ‘
The ‘Green’ Brand
The comments belong to an article on ‘The Pursuit of Happiness in a Grilled Cheese Sandwich’, about Kraft Foods’ efforts to revamp their Kraft Singles sliced cheese. Cost of the campaign: $40 million a year. Eighteen years ago, I was the VP at the JWT agency in charge of the advertising for Kraft Singles. . . Now if only, as much money and creative juices were spent of the peddling of the Green Earth solution! Green is the brand. Consumers say the same thing about Green as about Kraft Singles. They know what they should be doing, pretty much. So what?
Getting emotional about ‘Green’
“The conversation needs to happen on an emotional level, because that’s where the power of a brand comes in.” Right on. People have lots of feelings about the Green brand. Fear, frustration, guilt, powerlessness, shame, curiosity, concern . . . They have even more feelings about life in general, which is the real context for the Green brand. Happiness, joy, courage, the need to belong and to be recognized, the need to be understood,. . . Hidden in all these feelings, is a powerful message, yet to be uncovered.