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The Importance of Emotional Branding in B2B Marketing and Advertising


Emotions has been a great influence of buying decisions. We don’t really buy unless we need it or because we feel good with it. Emotional value makes us feel good even if we don’t feel the need to buy. Just how iPhone got people into buying them because people will feel rich or cool if they have the latest iPhone with them. Or maybe Steve Jobs got us into thinking that having the latest iPhone will make us feel above anyone.

Importance of Emotional Branding in B2B Marketing

Knowing the emotional value towards the brand will drive people to buy and that is the greatest asset of any B2C or B2B marketer can have. B2B marketing on the other hand can yield this strategy to pursue decision makers to accelerate their buying decisions. Furthermore, we have to dig deeper into how this emotional marketing work inside out.

One study shows that people rely on emotions, rather than information, to make brand decisions –and that emotional responses to ads are more influential on a person’s intent to buy than the content of an ad. Most people believe that the choices they make result from a rational analysis of available alternatives. In reality, however, emotions greatly influence and, in many cases, even determine our decisions. When we are confronted with a decision, emotions from previous, related experiences affix values to the options we are considering. These emotions create preferences which lead to our decision.

In response to an emotion, humans are compelled to do something. In a physical confrontation, fear forces us to choose between “fight or flight” to insure our self-preservation. In our daily social confrontations, insecurity may cause us to buy the latest iPhone to support our positive self-identity.

Over time, marketers have developed theories about why consumers buy. Most of these are by viewing the consumer through the lens of the product. Marketers start with the features and benefits of a product and conduct consumer research to find matching needs and motivations. More recently, Internet and digital media companies added a new layer of suppositions to explain and predict consumer behavior. Their approach views the consumer through the lens of digital technology. However, they misinterpret data about the activity of online users as being a valid insight into the consumer decision-making process.


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