From Good to Great Communications: How Emotions Can Help

Recently, I was asked by an industry peer what really made for great communications. I couldn’t help but reflect on the ads that mattered to me, and that influenced my decision making.

The ads that I remember first really paying attention to when I was much younger were the classic long distance commercials. Do you remember them? The tear jerkers? And yes, they did make me cry. They probably still would. They originally aired when I had no need for a long distance provider and played no role in household decision making. I was clearly not the target. But they stayed with me. To this day, even when faced with much cheaper alternatives and family spread around the globe, I continue to patronize the brand that resonated with me back then, even though back then I had no ability to act on it.

Now, if someone questioned my seemingly irrational choice of landline and long distance provider (they are one in the same), especially when I could be getting such cheaper rates or using just my mobile, my answer would be steeped with emotion. They are the brand I trust to be able to connect me with my family and friends. Full stop. Nothing more. I could back that up with more rational arguments about brand heritage, best networks, leading innovation, but that is not really why. Along the way, this brand connected to my aspirations and values in a way that has stayed with me.

And that is what makes me, and all of us at Ipsos ASI, so passionate about advertising – the ability for a great piece of communications to build brand resonance that is so lasting it can influence a brand decision more than 20 years later.

In fact, as you can see by the chart below, our research shows that consumers’ ratings for the strength of their emotional associations with the brand are correlated with expressed commitment or preference for the brand.

So how can you ensure you leverage emotions to build your brand? Read our latest paper to find out. (