An interesting theme we're looking at in our marketing lectures is the topic of brand positioning and viral online content. Both seem to come down to establishing a strong emotional connection.
When consumers think about a brand, they're essentially recalling an association between the brand image and the aggregate of all their interactions with the brand. These interaction can also be understood, in the words of Professor John Simpson, as 'moments of truth'.
A moment of truth occurs every time you have an encounter with a brand representative. For example, a flight hostess drops some hot water on your crotch. That's a moment of truth. The customer helpline operator at MTN leaves you on hold for 15 minutes. That's a moment of truth.
These moments accumulate and leave the customer with an overall impression and association to the brand. This fascinates me.
This idea complements another great idea: planning your customer's emotional experience from start to finish. Taking the time to do this can yield powerful experiences that ignite word of mouth and customer loyalty.
Why does this ignite word of mouth and customer loyalty? Well, that's leads us to what's been discussed in this week's emarketing lectures.
Why do things go viral online? It also seems to come down to the emotional experience.
There's this cool theory about how when people experience some emotional event, they feel the need to share it with others. Previously when people lived at home with their parents, if something happened that had high emotion intensity, they would go to good old mum and paps to share their experience. Healthy behavior.
When people are online and come into contact with something of high emotional intensity, guess what?... They also want to share it! But where are good old mum and paps? Well... Usually not online. So they'll share it with their Facebook buddies! Healthy behavior? We don't know. But it's great for business! :D
As I write this, I'm reflecting on how this whole emotional experience thing applies to my personal life, and two things stick out.
- Share and create content that speaks to emotions
- Your name is a brand, so work to give people positive moments of truth
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